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right.

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Good morning, everyone.

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I'm Gail Masberg, and I'm the serious marketing manager.

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It's my pleasure to be here this morning.

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This is the marketing track room.

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So if you plan on staying with the marketing and sales folks, you'll be in this room a lot.

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We will deviate to the main room

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for a facilitated discussion.

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Otherwise we'll hold it down here with marketing and sales.

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I do anticipate we'll have people filing in.

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So when you can scoot together, scoot together.

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We've got some open seats up front, so I think we're okay right now.

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But if we feel like it's getting crowded, I will ask you to scooch in.

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All right, let's get started with our first presenter.

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It's my pleasure to introduce Tara Louisa Allen, Director of the Marketing Management Program at Kirkwood Community College and a consultant focused on practical, human-centered applications of AI in business.

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Tara brings a strong combination of academic leadership and real-world experience, helping organizations translate complex AI concepts into clear, actionable strategies.

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Her work focuses on using AI to strengthen customer understanding, refine messaging, and support more competent marketing and sales decisions without requiring technical expertise.

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That's why I'm here.

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In today's session, she will share practical frameworks and real-world examples to help you use AI as a strategic thinking partner so you can cut through the noise, improve focus, and drive meaningful results.

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Please join me in welcoming Tara Luisa Allen.

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Thank you, Gail.

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First off, I have some cards here because we are going to need them if you want to pass them to your neighbors.

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I have my business cards.

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You can contact me.

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I would love to have coffee with you.

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I will drive anywhere in the States.

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Do so.

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And then I have some pens.

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They are all different colors and they have different sayings on them.

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So I love a good positivity quote.

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I just want to ask a question really quick from the keynote speaker.

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The three songs that he played, does anybody know the name of the first one?

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Anybody?

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I was so excited when he played it because it's one of my new favorite songs.

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It's called I Celebrate Me by Inga Rose.

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Celebrate Me.

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I just first heard it by celebrating things to come with my best friend.

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I go multiple places and we celebrate things

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sometimes in the moment, but we celebrate things six months to come.

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So I'm like, what do you want to be celebrated in the next six months?

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What do I want to be celebrated for?

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And then my friend introduced me to that song.

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And so I was like, no way, I actually know this AI song.

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But speaking of songs, I mentioned that because I want to ask if anybody knows this artist.

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And she is a real person from Nebraska.

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Her real name's Amy, but does anybody know her?

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Queen Herbie, OK.

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Does anybody else do that?

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I usually have one or two.

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She's on tour right now.

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Did you know that?

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I did.

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OK, yeah.

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She's on tour.

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I'll be at the Nashville one if you want to meet up.

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So she's fierce.

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I have a fierce framework.

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But I want to kind of invite you to take your pens and to take notes for this one.

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I like to do what I call SMART prompting.

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So you know SMART goals.

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Smart prompting is just very simple.

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Using the word imagine is kind of my magic word.

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A lot of TED Talks that you hear, they're going to start out with imagine.

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And it's unlocking the brain of all the people listening.

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Imagine I'm at a grocery store.

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I'm walking through the produce section.

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Immediately, your brain goes there.

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And so that word imagine gets the best output whenever you're putting it into ChatGPT or Midjourney or whatever you're doing, finding a script.

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And then I ask the question, who, what, when, where, why?

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So that's my smart prompt.

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I have this fierce one just because it reminded me of Queen Herbie, but that's just a fun thing.

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So imagine you are blank.

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You need what?

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Where?

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Is this a global thing?

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Is it regional?

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Is it statewide?

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When do you need it and why?

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And anything you can possibly imagine, you can put that context into the prompt.

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And so the prompt is where you're critically thinking, your team is critically thinking, and that context is the best output.

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But starting with imagine who, what, when, where, why is the framework.

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I can put that into mid journey, I put it into ChatGPT, I could put it into anything, and then cross use multiple things.

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So I just wanted to start with that, keeping it very simple is my thing.

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smart prompting, smart prompting, smart goals, have them, have them match.

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So I'll keep getting into it.

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AI for business for I use AI.

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Imagine you're a blank company, you're a marketing strategist, you're a business analyst, you have a doctorate in this.

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I have a I have tons of doctorates and then it'll just go to school in 60 seconds, have all those, have all that knowledge and then

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build me some customer personas based on this.

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Who are my, have it do some research.

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And then I always ask it to cite that so then I can go and cross-reference that.

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And then I can go and put that into maybe a research rabbit or GeniAI or something like that, get more articles to be valid.

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Content creation, we saw this morning music.

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So that's really fun.

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But also video, I can have it imagine you are screenplayed, whatever, right?

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You are 50 years in the business, you have all this experience, where globally?

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That's another important thing, and then create a movie using this.

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you know, wide range.

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You know, if you have photography knowledge, then you have a little bit more.

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But you can have it imagine that you're this famous photographer and know all that knowledge.

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So if you don't know the knowledge, then you can imagine you have this knowledge and then smart prompt it.

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If I don't have the knowledge, have AI imagine it has the knowledge and then whatever knowledge I have and then I add on to it.

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And I often ask it to co-create with me.

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e-mail marketing for better output.

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If I know my customer personas, and this is really critical because, or they call them avatars or things like that.

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A customer persona is kind of this, you have maybe a name, you know, marketing Molly, whatever, she's 35 years old, has this many kids, your demographics makes this much.

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But I also want to know what platforms they're hanging out on, what social media platforms.

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specifically are they hanging out on so that I can segment them, create the content according to that customer persona?

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I like to ask it for three.

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I did put a handout in this talk so that you can kind of see as we go along, and I'll reference it later.

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But for the content creations, this kind of builds on top of each other.

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I know my personas, I know what content to create, now form those emails according to those segments.

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and I can ask it for those A/B tests, then what kind of social media strategy do I need according to this persona who's hanging out on Pinterest or this one on Twitch or this one over here so that I can be a little bit more strategic in that.

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Next slide I'm going to go into is the SEO, GEO, AIO to help.

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your website messaging, and then competitor analysis.

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And this is where it's probably my favorite is the competitor analysis.

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I'll ask it for a SWOT analysis or a PESTL or whatever.

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and then find my 3 greatest competitors where, so that who, what, when, where, why, so being very specific to those competitors, then getting a SWOT analysis on my competitors, and then I can pull out what strategy I'm trying to do.

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Maybe I want to look at their weaknesses.

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and then kind of capitalize on that.

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Maybe I want to look at their strengths, get better where I am.

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Maybe I want to look at the opportunities, and then I can kind of see, oh, I didn't even see that opportunities coming through on my end.

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Maybe it's something future coming if I have a greater kind of competitors that's more farther along.

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So really taking this smart prompt first, imagine

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You're doing this.

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Who, what, when, where, why.

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Then create me some customer personas.

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We'll get into it.

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This is kind of-- we'll get into it a little bit more.

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Yeah.

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OK.

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So what's the difference with SEO, GEO, and AIO?

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I often teach my students search engine optimization.

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I can use AI to help write my websites.

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help it with this GEO for the AI generate, how do I get my website content or my social media content in those AI generated responses?

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Because I will sit there and I'll say real time in class,

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What does it mean to dream about black cats or something like that?

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And I get all these Instagram posts.

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And so knowing that I really need to help-- I can use AI to help my Instagram posts so that I can get in AI-generated responses so that I can get more known, then the AI ecosystem is going to see me.

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So how do I be visible and how do I have that validity and be understood?

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That's kind of the competition right now is kind of the competition for the space online and then the competition for people's brains.

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I want to go into-- you might want to write this down.

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It's RAS, and it stands for reticular activating system.

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And the reticular activating system in the brain kind of acts like this.

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Jim Kwik is one of the people who tells this story.

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So I'm going to give a shout out to Jim Kwik, if you don't know him.

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And it's spelled K-W-I-K, if you want to look him up.

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He talks about the RAS in-- OK, I kind of change it a little bit.

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But if somebody comes up to me and says, hey, my sister's birthday is next week.

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I don't have a gift for her, but I'm looking for a pug puppy.

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She loves pugs.

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And do you know anybody selling them?

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And I say, no, but I'll look around.

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Not meaning to look around.

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It's just like the Iowa nice thing to say.

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Yeah, I'll look around, but I don't care about your sister.

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I don't even know her name.

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Like that's the thing.

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But now, because I've heard that, it's now in my RAS.

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And so I'm going to use this example with the marketing funnel in a moment.

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I go around my day, I forget about the whole thing.

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I go home, I'm driving, I look out at the stoplight to the car next to me, and they have a pug, like a lady has a pug in their lap.

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And I'm like, that's so crazy.

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And then I go.

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It's late.

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I forgot dinner.

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I go to Hy-Vee or whatever, and then there's flowers and things as you walk in, and there's a birthday card with a birthday hat on.

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And I'm like, that's so crazy, a pug birthday.

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Like, that's exactly-- and then I start thinking about the sister.

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I start thinking about the conversation.

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Then I get my sushi or whatever, and I go home, and I see somebody like,

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walking three pug dogs.

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And I'm like, this is a coincidence.

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This is wild.

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And I tell the story to all my friends or something like that.

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That's how the reticular activating system works.

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It's looking for patterns in the environment to validate your reality.

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And then we call it coincidence.

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So AI is really important for marketing because we have the hyper personalization going on.

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I personally love it.

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I'm kind of a shoe person, and I don't get a lot of ads.

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I haven't watched television since I was 14.

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I do not own a television.

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I do not listen to the radio.

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I'm on those lists of do not solicitate to me, so I barely get mail.

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I maybe get one thing in the mail.

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I have a thing on my door that says, don't come on my porch.

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That's maybe a little TMI.

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But when I get an ad, I love it so much.

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And it's very rare because I'm that person that goes through like, this is offensive.

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I don't like this.

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Don't show me anything like this ever again.

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And I take the time to do that.

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So on my feed, I only have what I like because I'm protecting my RAS.

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Anything that you see or hear will be stored in your brain.

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And so I like to choose what's going to

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as much as I can, because as long as I drive out here, tons of things are coming to my RAS.

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And marketers know that.

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And that's why you need that thing to stand out among everybody who's bombarded with something going on in their particular activating system.

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So how do I reach those people who are looking for patterns to bring it to my product or my service?

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So you can ask AI, imagine you are a brain expert.

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specifically in research in the RAS.

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You are marketing this product or service.

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How would you, what are my personas?

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How would you connect this to my persona?

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Something like that.

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And that's the beauty of the Imagine conversion rates.

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with AI supported marketing because now you can be very specific and could be research based and you could get that data I can also pull all of my reports from online my um my Google console I can grab my YouTube data analytics over time I could put it export it into an Excel spreadsheet and I can upload it to AI and ask it to read it for me first I could say imagine what do you want and then

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provide that have very specific personalized content, which is going to now increase my conversion rates.

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And yeah, so it says here 78% of organizations are using AI, but really it depends on where you are.

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I've seen up to 95%.

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So I think that's just on almost daily increasing.

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There's just about 5% that I just saw in a workforce survey that are kind of like on the fence of they're kind of scared about it because of privacy, which they should, as they should.

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And then in our field for marketing, it's like a daily use.

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We kind of had to be on the forefront of using it.

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Faster content creation.

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This is making content creators so upset, so there's this upset in it, but also

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I kind of had this term about three years ago when I moved here from Nashville was, can you keep up?

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And I wrote this piece, I hand wrote it, I didn't use AI, but I wrote this piece on, and it was called Can You Keep Up?

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And it had nothing to do with AI.

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It was just kind of this, I felt something was going to be fast and it just keeps getting faster.

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So that's why I'm like, you know what?

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I don't need to go fast like that because I'm human.

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I need to keep it simple.

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And that's where I'm like, OK, smart prompting, I'm getting the best output.

226
00:18:43,072 --> 00:18:49,472
I don't need to go in the weeds of being like, well, this prompted this, and this prompted this, and this prompt.

227
00:18:49,552 --> 00:19:04,912
OK, well, I'm going to use my critical thinking skills and my imagination, which is amazing, my creativity, and I'm going to-- but maybe those gaps that I have in knowledge, because I know marketing, I definitely know ethics, I went to school for ethics.

228
00:19:05,672 --> 00:19:17,392
But those other things, the brain, neurological, we talked about surgery this morning, but I can ask AI to go to school for me and then get the output that I need.

229
00:19:19,392 --> 00:19:29,232
So for AI marketing, the KPIs here, time saved, increased productivity, increased revenue, awareness, clarity, and efficiency.

230
00:19:30,672 --> 00:19:39,312
And so time is super important to me to where it used to take me about a year to write a course for marketing.

231
00:19:40,672 --> 00:19:46,872
And then AI, it took me like two weeks of like energy drinks and whatnot.

232
00:19:46,872 --> 00:19:54,032
And then now it's, well, I think last year it took about two days by using AI.

233
00:19:55,072 --> 00:19:57,392
And then now I can do it in about two hours.

234
00:19:59,712 --> 00:20:07,632
So that's how fast it's gotten for me in just three years, something from a year to two weeks to two days to two hours.

235
00:20:09,392 --> 00:20:12,672
And that's made me be able to go do really fun things.

236
00:20:13,392 --> 00:20:18,432
So I do my task, and then I just go have fun and live life and connect.

237
00:20:18,712 --> 00:20:24,192
And I think that's what's important, too, to have less stress.

238
00:20:24,752 --> 00:20:28,112
But research is evolving patterns, R-I-S,

239
00:20:28,592 --> 00:20:38,992
Businesses are seeing these increases, and we're the ones that need to have that knowledge and output in order to help these businesses have those increases.

240
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So in a handout, which I will, I think, reference here in a moment, I'll reference here.

241
00:20:47,552 --> 00:20:51,312
These are my two favorite colors, so I put-- I'm sorry, but sorry, not sorry, but I put them here.

242
00:20:51,632 --> 00:20:56,832
So here's kind of your who, what, when, where, why, but

243
00:20:57,672 --> 00:21:00,592
I have here some prompts that you can use.

244
00:21:02,752 --> 00:21:11,232
Imagine you're a senior marketing strategist with over 45 years of experience in branding, digital marketing, web design, video strategy, and business growth.

245
00:21:11,792 --> 00:21:16,632
Now, this is just kind of little snippets, but I would probably add a lot more things to this.

246
00:21:16,632 --> 00:21:25,872
I'd probably spend about 45 minutes prompting this, but this is just an example for your handouts, but just so you can have your agency with you.

247
00:21:28,432 --> 00:21:47,552
And then here's all the things, your personas, create three detailed including demographics, motivations, there's my hyper personalization, my target market, my positioning, my marketing mix, my four P's of product, place, promotion, and price.

248
00:21:50,032 --> 00:21:55,072
My SWOT analysis, you can ask for a PESTEL or five forces.

249
00:21:55,872 --> 00:21:56,912
You can get all three.

250
00:21:58,672 --> 00:22:06,792
Identify my competitors, a description of each competitor, and then a SWOT analysis on each competitor so that now I can make a strategic move.

251
00:22:06,792 --> 00:22:11,232
I can bring that to a meeting and we can prompt together there.

252
00:22:11,792 --> 00:22:14,392
a content strategy, a 30 day content calendar.

253
00:22:14,392 --> 00:22:19,632
And I chose 30 day here just because in Meta you have that 30 day window.

254
00:22:20,112 --> 00:22:27,152
And so once a month you can go in and do and put in all your social media posts and things like that.

255
00:22:27,792 --> 00:22:40,512
But I always encourage people to have about a year, put in a year and then every quarter look at it, see the results, put that into AI, see what needs to be maybe changed and tweaked.

256
00:22:42,992 --> 00:22:46,752
Some social media ideas, video content ideas, and I love that.

257
00:22:46,992 --> 00:22:47,592
I've used this.

258
00:22:47,592 --> 00:22:55,072
This is kind of a funny story, but I had a work study that was working at Kirkwood Community College with me, and our mascot is an eagle.

259
00:22:55,472 --> 00:22:57,472
And I love eagles for multiple reasons.

260
00:22:57,472 --> 00:23:01,152
I'm Native American, and I have Eagle Eye Vision Consulting.

261
00:23:01,472 --> 00:23:03,072
So eagles are kind of my thing.

262
00:23:04,112 --> 00:23:06,592
And we asked AI for ideas.

263
00:23:06,832 --> 00:23:08,912
I had about two days to do some filming.

264
00:23:08,912 --> 00:23:15,232
And we wanted short, less than 10 second videos so that we can cut them.

265
00:23:15,952 --> 00:23:20,152
We did over 300 videos in about two hours in two days.

266
00:23:20,152 --> 00:23:23,152
So four hours total, over 300 videos.

267
00:23:23,632 --> 00:23:25,312
We had the mascot.

268
00:23:25,632 --> 00:23:26,672
I was the mascot.

269
00:23:27,912 --> 00:23:31,712
And we just went around campus, but we used AI for the content.

270
00:23:32,032 --> 00:23:46,112
And some of the silly things, because our target audience was 18 to 25-year-olds, and we increased our social media page from 60 followers to in the hundreds just by using AI with my work study.

271
00:23:46,672 --> 00:23:48,992
And I think one of the things was

272
00:23:50,032 --> 00:23:54,272
taking a video of me copying my wing in the photocopier.

273
00:23:54,592 --> 00:23:57,152
And I tripped down the steps.

274
00:23:57,152 --> 00:23:58,192
That was one of the things.

275
00:23:58,192 --> 00:24:01,672
We made a scary series, like a murder series.

276
00:24:01,672 --> 00:24:08,352
I had a student dressed up, and we had this really creepy thing over Halloween, and everybody loved it.

277
00:24:08,512 --> 00:24:09,872
So it hit a lot of views.

278
00:24:10,592 --> 00:24:13,792
That was our most hit on TikTok and things like that.

279
00:24:15,152 --> 00:24:25,312
That was about two and a half years ago when we filmed those, and I still have content, probably years of content, because the mascot's not changing, and the campus isn't changing.

280
00:24:25,552 --> 00:24:30,992
So I have this evergreen, always usable content, and then I've pieced it together.

281
00:24:30,992 --> 00:24:36,592
Like I did a post for Thanksgiving of Sammy the Eagle working out.

282
00:24:36,592 --> 00:24:42,912
I was like, getting ready for turkey dinner, blah, blah, blah, and it was really funny, and we used the Rocky song or whatever, and that was our idea.

283
00:24:43,472 --> 00:24:57,792
But we used AI for the content ideas, and then we used our ideas to grow, and then provide 5 actionable marketing strategies that they would want to implement immediately.

284
00:24:58,192 --> 00:25:03,152
Because it's good to have the output, but what's the implementation plan?

285
00:25:03,472 --> 00:25:09,072
I can also continue a prompt and be like, imagine you have this employee, this employee, this employee, this employee.

286
00:25:09,312 --> 00:25:11,112
And I can put my whole team in there.

287
00:25:11,112 --> 00:25:16,752
Not don't put their names, but maybe put the team, what they have.

288
00:25:17,192 --> 00:25:18,192
What are some gaps?

289
00:25:18,512 --> 00:25:21,232
But who can I delegate what to?

290
00:25:22,912 --> 00:25:24,912
This is their strengths.

291
00:25:26,112 --> 00:25:27,232
Who would be the best person?

292
00:25:27,312 --> 00:25:28,912
Because it might not be that person in the role.

293
00:25:28,912 --> 00:25:30,432
So that's another thing.

294
00:25:30,472 --> 00:25:36,352
It can help with delegation with people that you may not have thought would have that skill.

295
00:25:37,792 --> 00:25:41,872
My ideal customer analysis, I want to be a consumer psychologist.

296
00:25:42,112 --> 00:25:44,592
So you can actually take all of these and just put it in one prompt.

297
00:25:44,592 --> 00:25:46,592
But I kind of wanted to get a point.

298
00:25:47,552 --> 00:25:51,472
30 years experiencing and studying buying behavior.

299
00:25:52,592 --> 00:25:53,792
What are the frustrations?

300
00:25:54,112 --> 00:25:55,472
I kind of wanted to add on to this.

301
00:25:55,872 --> 00:26:04,912
If you already have a business that already has this brand, then you probably have some Google reviews, negative and positive.

302
00:26:05,152 --> 00:26:13,752
So what I like to do, which is like simple data in my customer journey analysis, is copying all the reviews that are positive.

303
00:26:13,752 --> 00:26:17,312
Let's just say four or five stars, putting it into AI.

304
00:26:17,792 --> 00:26:18,552
What are the trends?

305
00:26:18,552 --> 00:26:19,552
What are we doing right?

306
00:26:20,272 --> 00:26:22,592
Because employees need to know what we're doing right.

307
00:26:22,592 --> 00:26:23,632
They need some praise.

308
00:26:23,952 --> 00:26:25,872
They already know all of the things.

309
00:26:25,872 --> 00:26:26,672
We're all stressed.

310
00:26:26,752 --> 00:26:27,632
We're stressed every day.

311
00:26:28,192 --> 00:26:34,992
Then take my maybe middle three stars, and then my two and my ones, finding the problems.

312
00:26:35,192 --> 00:26:36,232
What do we need to work on?

313
00:26:36,232 --> 00:26:40,272
And then I have my next meeting or whatever, and I can work on that quarter.

314
00:26:44,472 --> 00:26:44,832
All right.

315
00:26:46,352 --> 00:26:47,712
Competitor analysis.

316
00:26:48,352 --> 00:26:51,872
Imagine you're a competitive intelligence analyst.

317
00:26:52,232 --> 00:26:58,432
And I would say like here, 60 years of experience, I live here, I have New York City, whatever, right?

318
00:27:00,912 --> 00:27:02,192
Whatever you can imagine.

319
00:27:03,912 --> 00:27:04,752
And what are the gaps?

320
00:27:05,592 --> 00:27:08,752
And I say that word, imagine, but if you have a very

321
00:27:09,472 --> 00:27:16,032
a specific target that you know, then you imagine and you put that target because it might not be, you see what I'm saying?

322
00:27:16,032 --> 00:27:19,152
You could mess up your prompt by saying New York City.

323
00:27:19,392 --> 00:27:20,032
You see what I mean?

324
00:27:20,512 --> 00:27:21,552
That won't work in Iowa.

325
00:27:25,712 --> 00:27:26,192
All right.

326
00:27:27,392 --> 00:27:30,192
A 12-month content calendar.

327
00:27:31,232 --> 00:27:33,952
So all my students work with real businesses.

328
00:27:34,672 --> 00:27:35,952
I took all their books away.

329
00:27:35,952 --> 00:27:40,832
I'm like, nope, we're doing real stuff for real businesses and you're going to learn hands-on.

330
00:27:41,792 --> 00:27:44,352
You're doing a needs analysis by meeting your customer.

331
00:27:44,352 --> 00:27:46,272
You don't even know what a needs analysis is.

332
00:27:46,272 --> 00:27:47,912
You don't need to know, but you're doing it.

333
00:27:47,912 --> 00:27:50,032
And then you're just learning and learning and learning.

334
00:27:50,312 --> 00:27:56,672
And one of the things I say is every customer needs a 12-month calendar.

335
00:27:57,552 --> 00:27:58,912
And then I have them create that.

336
00:27:59,032 --> 00:27:59,312
But what?

337
00:27:59,312 --> 00:28:00,672
That's a whole year worth.

338
00:28:00,672 --> 00:28:06,272
OK, but you have AI, and you're going to prompt it right, and you're going to do that for your customer.

339
00:28:09,232 --> 00:28:17,712
Weekly content ideas, topics, educational posts, promotional campaigns, the revenue growth strategist.

340
00:28:18,152 --> 00:28:20,032
And you can download this or print it later on.

341
00:28:20,032 --> 00:28:22,552
I thought it was going to be printed, so I have a note section in the bottom.

342
00:28:26,152 --> 00:28:28,512
Create three new revenue streams for me.

343
00:28:28,992 --> 00:28:32,192
You can even be a little more outlandish and say 100.

344
00:28:32,592 --> 00:28:34,512
Create 100 revenue streams for me.

345
00:28:34,912 --> 00:28:36,392
What are the top three?

346
00:28:36,392 --> 00:28:37,552
And you can look at that.

347
00:28:38,512 --> 00:28:43,872
A lot of times I just say three, but every once in a while I'll ask for more.

348
00:28:44,192 --> 00:28:46,912
And then I'll go through it and say, I really like two and five.

349
00:28:47,792 --> 00:28:50,112
Can we co-create something there?

350
00:28:52,152 --> 00:28:54,072
What's a premium offer I could create right now?

351
00:28:54,192 --> 00:28:56,672
What's an A/B test with the same one that I could do?

352
00:28:57,472 --> 00:28:58,752
Explain why it would work.

353
00:28:59,072 --> 00:29:00,272
My brand positioning.

354
00:29:02,472 --> 00:29:04,032
What's a compelling brand story?

355
00:29:04,352 --> 00:29:09,632
Now this kind of gets in the weeds because I do like to kind of have my own voice too.

356
00:29:10,112 --> 00:29:14,432
I have a podcast and I just got asked last night, so I was working last night, kind of late.

357
00:29:14,832 --> 00:29:18,592
But they were like, In your own words, what is my story, my reality?

358
00:29:18,632 --> 00:29:20,352
And I did not use AI for that.

359
00:29:21,152 --> 00:29:24,272
But I just read it and reread it and reread it and reread it.

360
00:29:24,272 --> 00:29:28,272
It is very short and to the point, but I changed some words here and there.

361
00:29:29,072 --> 00:29:42,872
So those kind of stories sometimes are left handwritten, but then you can plug it into AI, which I didn't, but you can and say, you know, based on my customers, sometimes you have a product that maybe isn't

362
00:29:43,632 --> 00:29:45,392
as meaningful as it is to the customer.

363
00:29:45,592 --> 00:29:46,352
Do you know what I mean?

364
00:29:46,592 --> 00:29:54,152
That's where you're going to need AI to match that emotional connection that maybe you as a founder couldn't.

365
00:29:56,952 --> 00:29:59,072
Decisions and conversion strategists.

366
00:30:02,392 --> 00:30:04,432
What are my three top hesitations?

367
00:30:04,832 --> 00:30:06,112
What do they need to feel confident?

368
00:30:06,112 --> 00:30:07,632
What's going to increase trust?

369
00:30:08,352 --> 00:30:10,272
What would create urgency without pressure?

370
00:30:11,872 --> 00:30:15,632
And I just wanted to kind of go over that really quick.

371
00:30:16,112 --> 00:30:21,472
But going back to just knowing that AI can be your marketing team.

372
00:30:23,472 --> 00:30:27,872
And then I put the funnel here for awareness, consideration, conversion, and loyalty.

373
00:30:29,952 --> 00:30:33,472
The reticular activating system is what pulls you into the funnel.

374
00:30:33,952 --> 00:30:38,992
Every time you hear an ad, even if you don't look at it, you are in the marketing funnel.

375
00:30:40,112 --> 00:30:42,352
Every time you see something, you're in it.

376
00:30:43,112 --> 00:30:46,752
And I kind of want to go over the science of word of mouth really quick.

377
00:30:47,472 --> 00:30:48,872
I'm a little nerdy about it.

378
00:30:48,872 --> 00:30:50,352
And you can take notes if you want.

379
00:30:50,592 --> 00:30:52,592
But the acronym is STEPS.

380
00:30:52,592 --> 00:30:55,792
It's S-T-E-P-P-S.

381
00:30:55,792 --> 00:30:57,152
So there's two Ps.

382
00:30:57,792 --> 00:31:01,072
And the first S stands for social asset.

383
00:31:01,792 --> 00:31:06,752
Social asset is a fact that you know, a secret that you know,

384
00:31:07,312 --> 00:31:10,552
It's a social asset that you could bring to somebody else.

385
00:31:11,472 --> 00:31:15,072
It's the reason speakeasies are always full without marketing.

386
00:31:15,792 --> 00:31:17,232
I find the secret door.

387
00:31:17,952 --> 00:31:19,592
Do you know about the secret door?

388
00:31:19,592 --> 00:31:20,392
Because I do.

389
00:31:20,392 --> 00:31:21,792
I have a social asset.

390
00:31:22,192 --> 00:31:30,592
And then people love to talk about the things that are exciting because the response that you're going to get, and this in early childhood is called serve and return.

391
00:31:31,152 --> 00:31:36,912
You serve a social asset, somebody smiles, you get a really good serve and return.

392
00:31:37,392 --> 00:31:38,912
And then you're going to do that thing again.

393
00:31:38,912 --> 00:31:46,432
So when people are talking, word of mouth, this is the science behind getting people to talk, having a social asset.

394
00:31:47,072 --> 00:31:48,192
The T is a trigger.

395
00:31:49,072 --> 00:31:50,752
You're having a conversation with somebody.

396
00:31:51,072 --> 00:31:54,192
They interrupt you because, oh my gosh, that just reminded me of.

397
00:31:54,592 --> 00:31:55,312
They had a trigger.

398
00:31:55,632 --> 00:31:58,272
Another good example is peanut butter and jelly.

399
00:31:58,512 --> 00:31:59,312
That's a trigger.

400
00:32:00,912 --> 00:32:02,752
The next one is E for emotion.

401
00:32:04,752 --> 00:32:07,232
And I want to go over two types of emotions.

402
00:32:07,712 --> 00:32:13,712
I call it, well, I'll give you the scientific term is like high arousal and low arousal.

403
00:32:13,872 --> 00:32:17,072
High arousal emotion is going to be your anger and excitement.

404
00:32:17,552 --> 00:32:23,632
So you know the news works, those anger campaigns, they get the highest clicks.

405
00:32:24,912 --> 00:32:28,352
The ones that are super exciting are going to be looked at the most.

406
00:32:28,432 --> 00:32:30,672
So high arousal emotion is going to get that.

407
00:32:30,912 --> 00:32:38,512
But if your campaign idea is maybe to get somebody to donate blood, maybe I might use sadness.

408
00:32:39,392 --> 00:32:43,152
So you're still going to use the gamut of emotion.

409
00:32:43,552 --> 00:32:46,752
Low would be I'm kind of zen, I'm feeling good, or I'm sad.

410
00:32:47,472 --> 00:32:48,992
That's going to be less actionable.

411
00:32:49,912 --> 00:32:52,752
If my goal is action, then I want excitement.

412
00:32:54,032 --> 00:32:56,272
My first P is for public.

413
00:32:56,512 --> 00:32:59,792
The more public something is, people mimic it.

414
00:33:00,352 --> 00:33:02,432
So that's one thing.

415
00:33:02,672 --> 00:33:07,072
I know that if it's public, they're going to mimic it or they're going to have an action.

416
00:33:08,032 --> 00:33:13,472
In the digital space, I need somebody to see my campaign five to seven times before they make an action.

417
00:33:14,352 --> 00:33:17,792
In the physical space, I can just invite you once.

418
00:33:18,672 --> 00:33:22,432
I can just tell you about a story once and then you'll go and repeat it.

419
00:33:22,992 --> 00:33:27,272
So this is why I love the science of word of mouth is the reason we're here today.

420
00:33:27,272 --> 00:33:30,112
It's the reason all of our civilizations are built.

421
00:33:31,072 --> 00:33:33,232
The next P is practical value.

422
00:33:34,432 --> 00:33:36,992
There are people that just love facts.

423
00:33:37,792 --> 00:33:39,712
And they're going to give practical value.

424
00:33:39,712 --> 00:33:41,312
There's a conversation that's happening.

425
00:33:41,472 --> 00:33:42,752
Hey, I know of this tool.

426
00:33:42,752 --> 00:33:43,592
I know of this brand.

427
00:33:43,592 --> 00:33:45,632
I know of this shoe that's going to solve your problem.

428
00:33:45,952 --> 00:33:48,992
Practical value is something that's going to solve someone else's problem.

429
00:33:49,232 --> 00:33:53,312
And in the middle of the conversation, you're going to tell that to somebody.

430
00:33:53,632 --> 00:33:55,272
It's a little bit different than social asset.

431
00:33:55,272 --> 00:33:58,112
And then the last one is stories.

432
00:33:58,352 --> 00:34:04,992
Stories are passed down, the first form of communication that kept passing down, stories.

433
00:34:04,992 --> 00:34:07,152
So stories are evergreen.

434
00:34:07,792 --> 00:34:10,472
So that's the steps, it's the science of word of mouth.

435
00:34:11,312 --> 00:34:15,632
And why that's important here is because of loyalty.

436
00:34:16,432 --> 00:34:17,872
That's where it's going to land.

437
00:34:20,352 --> 00:34:33,312
I can maybe become aware of something, and this is why marketers love the awareness too, because you may not ever buy my product, but you may be in a conversation and give practical value to somebody that will love your product.

438
00:34:34,112 --> 00:34:36,352
So for instance, I'm going to show you my shoes.

439
00:34:36,352 --> 00:34:37,752
I'm going to come out and show them to you.

440
00:34:38,432 --> 00:34:40,992
But I have these stiletto sneakers on.

441
00:34:41,792 --> 00:34:45,312
And they are from Spanx CEO, Sarah Blakely.

442
00:34:45,712 --> 00:34:49,232
She did a six day on her stories.

443
00:34:49,872 --> 00:34:51,552
I'm coming out with a new product, six days.

444
00:34:52,032 --> 00:34:54,272
And I love her so much, I put it on my calendar.

445
00:34:54,832 --> 00:34:57,392
Sarah's coming out with something because we didn't know what it was.

446
00:34:57,712 --> 00:34:59,392
Six days, she didn't do this.

447
00:34:59,952 --> 00:35:02,352
three-month cycle and a year, whatever.

448
00:35:02,592 --> 00:35:07,952
And she just solved the problem of women shouldn't have to have pain when wearing heels.

449
00:35:08,512 --> 00:35:10,432
And there is no pain with these shoes.

450
00:35:10,432 --> 00:35:12,992
I broke my foot two years ago, couldn't wear heels.

451
00:35:13,632 --> 00:35:15,792
And it was my big toe, and it was a big break.

452
00:35:16,832 --> 00:35:17,712
Anyway, I can wear them.

453
00:35:17,952 --> 00:35:18,952
I can run in them.

454
00:35:18,952 --> 00:35:20,232
I can wear them all day.

455
00:35:20,232 --> 00:35:21,792
They're not going to swell.

456
00:35:21,792 --> 00:35:22,912
I don't have any problem.

457
00:35:23,472 --> 00:35:28,592
But shoes are a big deal to me because I had this problem that was a little bit extra.

458
00:35:29,472 --> 00:35:30,512
because I broke my foot.

459
00:35:31,312 --> 00:35:37,472
So I have told in two years thousands and thousands of people about these shoes.

460
00:35:37,472 --> 00:35:40,512
And before I even bought them, other people bought them too.

461
00:35:41,872 --> 00:35:47,472
And so that's the science of word of mouth and why it's important to not forget that piece.

462
00:35:48,592 --> 00:35:50,592
So what does this have to do with AI?

463
00:35:50,752 --> 00:35:57,872
Well, I can prompt it and I can put in the steps based on this science, how do I get people to talk about my product?

464
00:35:58,552 --> 00:36:00,672
How do I get people to talk about this campaign?

465
00:36:01,632 --> 00:36:02,672
Put it in the campaign.

466
00:36:02,912 --> 00:36:04,112
How do I make this more public?

467
00:36:04,832 --> 00:36:08,992
And then on a personal level, choose two of those things that you're good at.

468
00:36:10,752 --> 00:36:12,592
I chose emotion in public.

469
00:36:13,312 --> 00:36:14,352
I drive all over.

470
00:36:14,432 --> 00:36:15,312
I go all over.

471
00:36:15,832 --> 00:36:16,672
I'm very public.

472
00:36:17,552 --> 00:36:18,752
And then I chose emotion.

473
00:36:19,392 --> 00:36:20,672
I love to be excited.

474
00:36:21,472 --> 00:36:26,352
And every time I go into my class, and I'm not kidding, I'm like, I'm so excited to be here.

475
00:36:26,352 --> 00:36:27,472
Are you guys excited to be here?

476
00:36:27,472 --> 00:36:28,272
I'm so excited.

477
00:36:28,552 --> 00:36:30,992
And sometimes I'm nervous, but it feels like excitement.

478
00:36:30,992 --> 00:36:32,352
So I'm just like, no, I'm excited.

479
00:36:32,352 --> 00:36:33,632
And I tell myself I'm excited.

480
00:36:33,952 --> 00:36:35,552
And so when I go to places.

481
00:36:37,712 --> 00:36:41,792
A lot of times people will be like, oh, she's so excited at this event.

482
00:36:41,912 --> 00:36:44,432
And then I open the paper and I'm like, what in the world?

483
00:36:44,592 --> 00:36:47,632
They got my photo in there because I was so excited in public.

484
00:36:47,632 --> 00:36:48,832
So it works for me.

485
00:36:48,992 --> 00:36:50,432
So find out what works for you.

486
00:36:50,912 --> 00:36:54,192
Maybe expressing an expression is one of my values.

487
00:36:54,352 --> 00:36:56,032
So emotion is easy for me.

488
00:36:57,392 --> 00:36:58,432
It sometimes gets me in trouble.

489
00:36:58,592 --> 00:37:00,112
But that's beside the point.

490
00:37:00,592 --> 00:37:07,152
But if emotion and expression is not your thing, maybe social asset and practical value would be your thing.

491
00:37:07,632 --> 00:37:11,112
I love to give value to other people, to tell them about this thing that I know.

492
00:37:11,112 --> 00:37:15,952
And I'll wait until the conversation's over, because maybe I'm not an interrupter like a trigger.

493
00:37:16,432 --> 00:37:17,232
I can wait.

494
00:37:17,632 --> 00:37:20,392
And then I tell them, hey, I just heard this ad.

495
00:37:20,392 --> 00:37:22,352
I didn't care about it.

496
00:37:22,432 --> 00:37:24,272
Hey, oh, you're a pug?

497
00:37:24,832 --> 00:37:25,952
You're a pug trainer?

498
00:37:25,952 --> 00:37:28,832
Oh, I know somebody that needs this for their birthday.

499
00:37:29,712 --> 00:37:36,432
That RAS is working, even though you don't know until you know, until you may have a trigger maybe 10 years down the road.

500
00:37:36,752 --> 00:37:38,792
So this awareness piece is super important.

501
00:37:39,432 --> 00:37:44,512
And having a full marketing funnel campaign is super important.

502
00:37:44,912 --> 00:37:45,952
And you can do that with AI.

503
00:37:46,192 --> 00:37:54,592
Imagine you're doing a full funnel campaign for, and I want an awareness strategy, a consideration, a conversion, and a loyalty.

504
00:37:54,912 --> 00:37:56,112
How should I budget that?

505
00:37:56,112 --> 00:37:57,552
Here's the budget that I have.

506
00:37:58,672 --> 00:38:01,072
Here's the percentage that I want to put into there here.

507
00:38:01,232 --> 00:38:03,232
Here's the contingency fund that I want.

508
00:38:04,032 --> 00:38:06,592
I still need to put some money in that loyalty phase.

509
00:38:07,072 --> 00:38:13,712
I might want to put e-mail marketing in that loyalty phase for remarketing, which is going to get me 42% of our ROI.

510
00:38:13,712 --> 00:38:17,192
So it's still my highest is e-mail marketing and word of mouth.

511
00:38:17,312 --> 00:38:21,792
That's why I really kind of wanted to stress the steps so that you know that science behind that.

512
00:38:22,272 --> 00:38:26,592
For consideration, there's some risks that people are going to take with sales.

513
00:38:27,792 --> 00:38:29,632
And they are financial risk.

514
00:38:29,952 --> 00:38:31,232
How much is this going to cost?

515
00:38:31,712 --> 00:38:34,392
Some people that might not be a risk because it doesn't matter.

516
00:38:34,392 --> 00:38:34,992
I have the money.

517
00:38:35,792 --> 00:38:37,472
So you need to know your customer.

518
00:38:37,632 --> 00:38:39,792
Is this a risk for them that they're going to be considering?

519
00:38:40,752 --> 00:38:43,872
If not, boom, I go down to a different strategy.

520
00:38:43,872 --> 00:38:45,312
Is it a psychological risk?

521
00:38:45,872 --> 00:38:48,432
Is my product or service making them feel happy?

522
00:38:48,992 --> 00:38:50,032
Is it a social risk?

523
00:38:50,032 --> 00:38:53,472
Is it making them have more status in life by having this thing?

524
00:38:53,872 --> 00:38:55,512
Then I have that campaign based on that.

525
00:38:55,512 --> 00:38:58,112
I'm going to solve the problem of their perceived risk.

526
00:38:59,232 --> 00:39:00,832
Is it a safety concern?

527
00:39:01,392 --> 00:39:06,192
Then maybe I need to do a campaign on how this product is safe.

528
00:39:07,632 --> 00:39:08,912
Is it a quality concern?

529
00:39:09,952 --> 00:39:11,152
These shoes have quality.

530
00:39:11,832 --> 00:39:13,152
So that was my thing.

531
00:39:13,632 --> 00:39:17,952
For me, it was a financial risk because they were expensive-- oh, and time, I forgot about time.

532
00:39:18,712 --> 00:39:22,352
Does the person need to have the thing now or not?

533
00:39:22,912 --> 00:39:27,512
In car world, sometimes people get hit by a deer over here in Iowa.

534
00:39:28,192 --> 00:39:32,552
Obviously, I moved here and I'm like, I've never been hit by a deer before until now.

535
00:39:33,392 --> 00:39:34,592
And then I needed a car.

536
00:39:34,872 --> 00:39:36,272
Like I needed a car right away.

537
00:39:36,872 --> 00:39:39,512
And then I'm like, OK, is there a product that can prevent this?

538
00:39:39,512 --> 00:39:41,352
And so now I have deer whistles all over my car.

539
00:39:41,352 --> 00:39:43,392
You're only supposed to have two, but I have 12.

540
00:39:44,432 --> 00:39:47,592
When you're in my car, you hear whistling, and people are like, what is that?

541
00:39:47,592 --> 00:39:50,752
I'm like, it's a deer whistle, and we are not getting hit by deer.

542
00:39:51,952 --> 00:39:56,672
But anyway, so the consideration-- quality, time, finance, all those things.

543
00:39:57,312 --> 00:40:00,112
Now I can come up with a campaign, but I need to know.

544
00:40:00,112 --> 00:40:02,672
I like to kind of just pick a number, two things.

545
00:40:02,752 --> 00:40:04,272
What are my customers looking at?

546
00:40:04,512 --> 00:40:11,752
Then I can go and look at all those reviews and I can put in the data, make a more data informed decision.

547
00:40:11,752 --> 00:40:13,392
And then that conversion.

548
00:40:14,672 --> 00:40:16,832
What is my goal in conversion anyways?

549
00:40:16,912 --> 00:40:19,152
Is it sales?

550
00:40:19,152 --> 00:40:22,912
Of course, but is it increase in my social media?

551
00:40:24,592 --> 00:40:26,912
Is it an increase of just knowing who I am?

552
00:40:27,552 --> 00:40:28,752
Is it engagement?

553
00:40:30,032 --> 00:40:30,992
What is that goal?

554
00:40:31,312 --> 00:40:33,472
And then having that goal be very specific.

555
00:40:34,112 --> 00:40:35,792
OK, let's move on.

556
00:40:37,392 --> 00:40:39,952
I got a little prompter, so I'll speed up a little bit.

557
00:40:40,272 --> 00:40:47,672
So a strategic prompt and a smart prompt, I can ask for an executive summary, the customer personas, which we talked about.

558
00:40:47,712 --> 00:40:52,192
STP is your segmenting, targeting, and positioning, position the things.

559
00:40:53,232 --> 00:40:54,832
Have a strategy for positioning.

560
00:40:56,432 --> 00:41:00,192
The marketing mix for the four P's of product price promotion in place.

561
00:41:00,832 --> 00:41:05,872
Have a strategy for placing it, pricing it, promoting it.

562
00:41:07,632 --> 00:41:16,352
Your SWOT analysis, your competitors, your content calendar, and then five immediate recommendations that I can change in the next week.

563
00:41:18,992 --> 00:41:25,312
And then think about this, and this is kind of interactive, like if AI could be your marketing assistant tomorrow, what's the first thing you would ask it to do?

564
00:41:28,432 --> 00:41:29,792
Or is anybody doing this already?

565
00:41:33,392 --> 00:41:34,192
And share with your neighbor.

566
00:41:37,072 --> 00:41:38,512
Share with your neighbor, share with your neighbor.

567
00:41:45,582 --> 00:41:46,182
Anybody?

568
00:41:46,422 --> 00:41:48,822
Quiet group, but I have it.

569
00:41:50,192 --> 00:42:00,192
One thing I have it do is when I'm making a business, because I have multiple businesses, I love a good value because it's going to emulate what the company is.

570
00:42:00,192 --> 00:42:00,952
It's going to emulate.

571
00:42:00,952 --> 00:42:02,752
I have to have it aligned with who I am.

572
00:42:02,912 --> 00:42:06,192
But also, that's going to create the culture of my company as well.

573
00:42:06,592 --> 00:42:14,192
So a good value, like a good acronym, something that's going to work, be visible, be memorable.

574
00:42:14,992 --> 00:42:18,752
So I like it to be kind of a startup partner with me.

575
00:42:21,512 --> 00:42:22,512
Anybody want to share?

576
00:42:24,112 --> 00:42:24,512
Yes.

577
00:42:25,032 --> 00:42:26,992
Does anybody else in the room not have a CRM?

578
00:42:27,752 --> 00:42:29,352
Or does everybody in the room have a CRM?

579
00:42:29,352 --> 00:42:30,272
Nope, some don't.

580
00:42:30,472 --> 00:42:33,072
Okay, so just an example for what I do.

581
00:42:33,072 --> 00:42:34,392
We don't have an active CRM.

582
00:42:34,432 --> 00:42:38,272
We are looking at implementing a new ERP with a CRM bolted on with it.

583
00:42:39,152 --> 00:42:41,192
So what I do with my sales and marketing data

584
00:42:42,512 --> 00:42:48,912
I am still in a weird phase where I don't trust AI, so I take out all of my customer data.

585
00:42:48,912 --> 00:42:52,032
We also have a customer database of an active 42,000 people.

586
00:42:52,032 --> 00:42:58,432
So I take out addresses, names, anything that could be relevant to be harvested out of AI if you don't trust it.

587
00:42:59,032 --> 00:43:06,272
And I put in my state's dollars and I compare that with my marketing data over the last three years.

588
00:43:06,272 --> 00:43:10,112
And I ask AI to basically tell me where should I be focusing my

589
00:43:10,992 --> 00:43:19,632
Marketing efforts, we're global, but I just do this for the United States specifically for my targeted campaigns programmatically or on social media.

590
00:43:20,192 --> 00:43:26,912
It'll create heat maps for me and tell me over the course of the last three years where have my sale numbers dropped, where have it increased.

591
00:43:27,232 --> 00:43:30,352
I can break it down to zip codes if I want to.

592
00:43:30,912 --> 00:43:34,832
So I'm not, programmatically, I'm not wasting money nationwide.

593
00:43:35,112 --> 00:43:40,512
And in the third scenario, I'm an ag, so I also need my data to cross-reference

594
00:43:40,832 --> 00:43:42,352
cows are, dairy and beef.

595
00:43:42,752 --> 00:43:44,272
So I input where the cows are.

596
00:43:44,272 --> 00:43:46,032
I also have heat maps on that.

597
00:43:46,832 --> 00:43:49,832
So my third reference would be inputting where the cows

598
00:43:50,832 --> 00:44:11,232
So AI takes my sales data and my marketing data and my cow map and then it pumps out the exact counties across the United States where I should be putting my marketing dollars instead of just blanket throwing six figures in marketing dollars across the United States and wasting 70% of it in programmatic ads or digital ads in my marketing budget.

599
00:44:11,232 --> 00:44:14,832
So that's an example of how I'm doing it very manually without a CRM.

600
00:44:15,312 --> 00:44:16,192
It's getting me by.

601
00:44:16,752 --> 00:44:19,832
We've seen a huge uptick in the last year in our sales just because of it.

602
00:44:20,912 --> 00:44:22,512
But Lord, I can't wait for a CRM.

603
00:44:23,792 --> 00:44:24,912
I love this example.

604
00:44:24,912 --> 00:44:27,112
I'm like, you shouldn't have came up here and told the example.

605
00:44:27,752 --> 00:44:28,592
That's amazing.

606
00:44:28,712 --> 00:44:29,712
Yeah, just an example.

607
00:44:30,032 --> 00:44:30,472
Love.

608
00:44:31,792 --> 00:44:34,352
Do you ever filter also by the type of buyer?

609
00:44:34,512 --> 00:44:36,072
In other words, is it a wholesaler?

610
00:44:36,072 --> 00:44:36,752
Is it a farm?

611
00:44:36,752 --> 00:44:37,552
Is it a farmer?

612
00:44:37,632 --> 00:44:39,472
Yeah, so our business is direct to consumer.

613
00:44:40,752 --> 00:44:42,272
99% of our business is direct to consumer.

614
00:44:43,472 --> 00:44:47,912
There is a minimal part of it where we work with some dealers and distributors, but it's not big enough.

615
00:44:48,712 --> 00:44:51,672
The only way that I would segregate it out would be beef or dairy.

616
00:44:51,672 --> 00:44:58,112
If I'm running certain campaigns, I can separate it out to just like our mixer knife customers or our forage harvester part customers.

617
00:44:58,592 --> 00:45:03,872
Or if I'm running a specific equipment, like I just want to focus on our ad trailers, I can pull out that data.

618
00:45:04,512 --> 00:45:12,842
Or if I want to focus where people that are interested in organic matter and that type of stuff.

619
00:45:12,842 --> 00:45:17,242
So I can customize the data based off what I can pull out of

620
00:45:18,392 --> 00:45:28,592
Sales pad is what we do our order entry through, so I can pull up some Excel sheets from that and then put that into AI and cross reference it.

621
00:45:30,992 --> 00:45:31,952
I got a snap for that.

622
00:45:31,952 --> 00:45:33,472
So that's amazing.

623
00:45:33,472 --> 00:45:34,752
Thank you so much for sharing.

624
00:45:34,912 --> 00:45:35,712
Is that helpful?

625
00:45:36,032 --> 00:45:39,952
Those examples, I think the real world examples of what you're doing is amazing.

626
00:45:40,112 --> 00:45:42,112
Your who, what, where, and why, it all breaks down too.

627
00:45:42,192 --> 00:45:43,872
You have to really think about what is

628
00:45:44,392 --> 00:45:51,792
the data you have versus what you need versus what's your industry to cross-referencing it, but thinking outside the box.

629
00:45:51,872 --> 00:45:56,192
I'm sure all of you have at some point wasted a lot of money in your marketing budget.

630
00:45:56,512 --> 00:46:00,712
And you had to ask yourself, why am I spending it in these areas?

631
00:46:00,832 --> 00:46:10,392
I don't know what your other industries are, but why am I spending it to an entire state where my people are only in this ..

632
00:46:10,432 --> 00:46:12,392
Which tool are you using to pull all this together?

633
00:46:14,592 --> 00:46:16,992
Right now, I'm using ChatGPT.

634
00:46:17,232 --> 00:46:22,952
My general manager is prototyping Microsoft 365.

635
00:46:23,712 --> 00:46:27,672
We use Outlook, so it would be nice to have it all in one place.

636
00:46:27,672 --> 00:46:28,632
So it's awesome pulling.

637
00:46:28,632 --> 00:46:36,992
You can say, hey, pull from my most recent emails, pull from my calendar, pull from this, instead of me downloading this document, uploading instead.

638
00:46:38,832 --> 00:46:45,712
ChatGPT, but we have a bilingual website, so I have to use an open API from ChatGPT to do the bilingual.

639
00:46:45,712 --> 00:46:46,792
So then I got some.

640
00:46:46,792 --> 00:46:56,362
So there's some changes that'll be happening, but ChatGPT is what I use personally right now.

641
00:46:56,402 --> 00:46:56,722
Go ahead.

642
00:46:56,762 --> 00:47:00,362
I was just saying, we've created events or copilot.

643
00:47:00,362 --> 00:47:02,602
These are some data protection stuff built in.

644
00:47:02,682 --> 00:47:05,202
Yes, that's why they're demoing that.

645
00:47:05,642 --> 00:47:07,642
I'm assuming that'll be the change we make here.

646
00:47:08,992 --> 00:47:14,272
Was your plan to integrate ChatGPT or Copilot with your customer data?

647
00:47:14,752 --> 00:47:17,752
Yes, eventually once we have a CRM, yes.

648
00:47:18,432 --> 00:47:20,192
That's where I get roadblocks.

649
00:47:20,832 --> 00:47:26,832
We do a lot of lead generation, so when the leads come in, our IT security guy doesn't really want...

650
00:47:28,192 --> 00:47:32,112
our customer information going into the AI quite yet.

651
00:47:32,192 --> 00:47:33,952
I can give you some feedback.

652
00:47:34,352 --> 00:47:40,952
So my GM meets with our IT, our software security next week, so I can give you some feedback on what they say very specifically.

653
00:47:41,632 --> 00:47:42,792
Our security is here too.

654
00:47:46,192 --> 00:47:48,832
I kind of wanted to chat about systems.

655
00:47:49,472 --> 00:47:51,952
Do you ever do custom GPTs for

656
00:47:53,112 --> 00:47:54,712
instead of doing these separate prompts.

657
00:47:55,712 --> 00:47:57,792
Custom GPTs already have that.

658
00:47:59,832 --> 00:48:02,432
On my personal side, I keep it together.

659
00:48:02,432 --> 00:48:03,392
I don't do that.

660
00:48:03,392 --> 00:48:08,432
But then on the professional side, that's helpful with work and doing the custom.

661
00:48:08,432 --> 00:48:11,552
We lost the copywriter about five months ago.

662
00:48:12,352 --> 00:48:19,632
So one custom GPT, which could have been a prompt as well, has all of our literature product manuals, operator manuals.

663
00:48:20,352 --> 00:48:26,152
And it's essentially a product specialist, but it writes in the same sense that our technical writer used to write him.

664
00:48:28,832 --> 00:48:36,472
But another custom GPT I'd be using would be the strategist to lay out maybe like an organic social plan for six months.

665
00:48:36,912 --> 00:48:40,632
And then I would bring that plan into this, what we call Kinsey Insights.

666
00:48:40,632 --> 00:48:42,672
Here's our copywriter.

667
00:48:43,792 --> 00:48:52,032
And we can basically scrape all of our literature, all of our operator's manuals, and really highlight features that are going to help partners produce ROI.

668
00:48:52,912 --> 00:48:58,712
But that's been really nice because we have a little bit of-- we have a small team at the moment.

669
00:48:59,232 --> 00:49:02,072
So these assistants have been extremely helpful.

670
00:49:03,792 --> 00:49:04,192
Awesome.

671
00:49:04,192 --> 00:49:05,392
I know we're at time.

672
00:49:05,912 --> 00:49:07,232
Let's connect if you'd like.

673
00:49:07,952 --> 00:49:12,032
My cards are at the end if you want to connect or continue the conversation.

674
00:49:12,512 --> 00:49:13,632
And thank you.