Mobile Advertising Strategy: Competitor Conquesting | David Goode

David McBee: Hello and welcome to Simpli.fi TV. Today's guest is David Goode. David has been involved with media for over 28 years, including 15 years of digital marketing. In his time at Asher Agency, he has worked extensively with clients focusing on digital and marketing strategy, lead generation, customer journeys, analytics, social media strategy and more. This includes website user experience and SEO strategy. His career experience includes work on digital strategy and media for Subway, Fantastic Sam's, Sherwin-Williams, Pizza Factory, Indiana Tech, Miami University of Ohio, the Coder School, Base Camp Fitness, Pyrex, St. Mary's College and many others. David, thank you for being our guest on Simpli.fi TV. Dan Goode: Good job getting through that in intro, it's a mouthful. David McBee: You know what the word strategy was in there four times, so I'm going to assume that that's an expertise of yours. Dan Goode: It's certainly one of the things I love about this career field strategy to me is about breaking down somebody's marketing problem. What are we trying to achieve for business and then finding a solution that's going to work for them, that's going to drive results, whether that's store visits, whether that's lead generation, e-commerce, whatever, we're going to find a solution and that starts with strategy. So it's often about understanding the audience. It's about finding how they consume and understanding what motivates them to get to result. David McBee: So no cookie cutter, this is what you get for SEO and this is your social media. It's always a little bit different, isn't it? Dan Goode: 100%. I mean, there's a time and a place for a package, but that's not really what we do. For the most part, it's about custom strategies because every single business is different, every single audience is different. My career, my background is in radio. That's where beyond the 15 years is, and that started out not only on air as a DJ, but also as a program director. So as a program director of a radio station, you need to understand the audience, figure out the type of content entertainment they want to be hearing on the radio. You want to figure out what motivates them, how to get them to listen longer. That often starts with understanding that the audience persona and breaking it down who they are, how old they are, household income, where they reside in the market, the type of activities they like. And that really translated well for me into social media and digital marketing because it's all about understanding the audience. It's what drives that strategy and ultimately drives results. So for me it was a really great transition into a second career that's been a lot of fun. David McBee: That's awesome. And I work with a lot of radio folks and we always make those comparisons about how the audience is the audience and it's really all about that. So Perfect. I understand that you include competitor conquesting in a lot of your strategies. Tell me about that. Dan Goode: Yeah. I mean, we have some clients where it's a really competitive field, whether that is QSR, Quick Service Restaurant, or whether that is service-based category like salons or cosmetic type of industry. I mean, there's different areas where competitors have a big market share, and competitive conquesting through different avenues can be a great way to try to steal market share back. For example, we'll run a digital display campaign, these display banners and we'll geo fence competitor locations. We did this a lot when we worked with Subway for nearly 30 years and we would geo fence, let's say, Chick-fil-A or Burger King or whoever and show their customers ads for Subway, drive them to Subway and track those store visits. So track mobile device from location A to location B, and it was really successful. David McBee: I always love that. It's funny that you used Chick-fil-A as an example. I actually saw a billboard for Slim Chickens and it was right outside of a brand new Chick-fil-A, and I thought, Hey, that's old school competitor conquesting right there. Dan Goode: Absolutely. Yeah. And what's interesting is you can really break those campaigns down to really specific messaging. So if you're targeting, for example, if you're Subway and you're trying to target McDonald's, you can talk about the fried food or you can talk about maybe not being real food because Subway always talks about being fresh. So there's different ways that you can tailor that messaging and have it niche for each of the competitors. David McBee: I love that story. Okay, next question. What would you say are some of the biggest challenges that you're dealing with? Dan Goode: Certainly data attribution is tough. It is across every single tactic. And as we get more into privacy regulation and changing cookies and things like that, it makes a big difference in how we work on tracking that data and showing results. Sometimes you just have to get more creative. Maybe it's a specific landing page or using third party tools to be able to track phone calls or visits, but certainly data attribution is the hardest because all clients want to see what their marketing is doing for them. And sometimes it's not as easy as it should be in the year 2023. We want to be able to show point A to point B and that the marketing influenced that, but it's something that is always changing and so we always have to adapt. David McBee: All right. We have time for one more question and it's one that I like to ask most of my guests. Is there a book that you feel really influenced your success over the years? Dan Goode: So for me, that would probably be Dale Carnegie's How To Win Friends and Influence People. And if you can see down there is my Dale Carnegie certificate. Going through that training for me was really impactful just in how to conduct myself professionally, how to stay motivated, how to influence people on my team that I now manage. And I've actually not only gone through that class, I've gone back and helped teach that class. So for me, I love all of the Dale Carnegie books and it's something that I would reread every year probably since I've taken that class just to remind myself of all the good principles that Dale had and how we are really you can impact people and not just have interaction with people, but build relationships with them. David McBee: You have no idea how much I relate to that. I read that book in my 20s and I read it year after year after year again and again and again. And to this day, I'm trying to get people to pick that book up and read it. I just think it is such a good book for building your own character. So thanks for and thanks for recommending that one. Dan Goode: Absolutely. David McBee: And David, thank you very much for being a guest on Simpli.fi TV. I am truly grateful that you came on today. Dan Goode: I'm glad to be here. Thanks for having me. David McBee: And thank you guys for joining us on Simpli.fi TV. My name is David McBee. Be awesome and we'll see you next time.