2081 – The Power of Smart Ads in Driving Foot Traffic with Barbara Wardell and Ernesto Cullari

0:05Hey there, thoughtful listener. Are you looking for introductions to partners, investors, influencers, influencers, influencers, and clients? Well, I've had private conversations with over 2 ,000 leaders asking them where their best business comes from. I've got a free video you can watch with no opt-in required where I'll share the exact steps necessary to be 100 % inbound in your industry over the next six to eight months with no spam, no ads, and no sales. What I teach has worked for me for over 15 years and has helped me create eight figures in revenue for my own companies. Just head to upmyinfluence.com and watch my free class on how to create endless high-ticket sales appointments.

0:51Also, don't forget, the thoughtful entrepreneur is always looking for great guests. Go to upmyinfluence.com and click on podcast. I'd love to have you.

1:05With us right now, it's Ernesto Caleri and Barbara Wardell. You are each co-founders of Caleri Wardell. Now, you're found on the web at calerimedia.com. To our friend that's listening, please just click in your show app, click around, click on the information button. Just keep clicking on stuff until you find a direct link to calerimedia.com so you can follow along. Well, it's great to have you guys here. I can't wait to learn a little bit more about what you do. Thanks for having us. Yes, we appreciate it. Great day. Yeah. Well, okay. So you guys are specialists and you do work in geofencing smart TV apps.

1:44Tell me more. So geofencing is where you use satellites. We use satellites to draw virtual fences around areas of interest. So let's say we have Barbara Josh Ernesto's coffee shop, and we have 12 coffee shop competitors around us. We can use satellites to draw virtual fences around our competing coffee shops, capture every mobile device in that coffee shop, send ads to their smart TVs, send ads to their smart devices like their iPhone or Samsung. And then when they come to our store, to our Josh Ernesto Barbara coffee shop, the satellite pings us and alerts us that a new visit has taken place.

2:26And each month, Barbara and I do northward of 5 ,000 satellite verified visits per month for our clients in the U.S., Canada, and Australia. My mind is blown right now because I'm thinking, obviously, first and foremost of myself as a consumer. and some of this, like it's, I don't know, it's, I mean, it's, it's there. I mean, it's already been happening for many, many years. You guys are just one of the good ones to use those superpowers. But can you maybe just talk a little bit about how this works within, you know, kind of a, you know, a iPhone or an iOS environment or Android environment? Like, I'm just curious how that's all built in already.

3:16So we anonymize every device, first of all, that we capture. Yeah. And because everyone has on their location services, and I'll give you an example. If you looked at what the weather was going to be today, or if you ordered food on Uber Eats, then your location services are turned on. So when your location services are turned on, we can capture your device. We anonymize your device so we don't know who you are. We're not invading your privacy. But based on location, we can draw strong inferences about how much money you spend as a consumer, where we know exactly where you spent your money as a consumer.

3:55And therefore, we can target you ads for similar products and similar services. And it's agnostic of what device you have. It could be some undiscovered or unpopular mobile. It could be a Nokia, you know, I don't want to say Nokia is undiscovered or just that no one has a flip phone anymore. But if you did, we could still capture your device and send you an ad. Well, that's amazing. And those ads then it's, did you just say it's not just on the individual device that you can actually show them an ad on their? Yeah, desktop, TV. How does that work? So part of it is cross device matching. So for example, once we capture a mobile device and then you go home and use Wi-Fi or you go to the office and use Wi-Fi, think of it like the Hitchhiker effect.

4:48We kind of follow that device around. But then when you're on Wi-Fi, we can match it to other devices in the area and we can broadcast on those devices. So we can either do a TV ad. So you can be on ESPN. You can be on HBO Max. You can, or it's simply the ad can be shown as a display ad when you're reading the news on say the Wall Street Journal. Yeah. Well, okay. All right. So talk about, you know, the types of clients that, that, that this just works brilliantly for. And I don't know if you have any case studies or some examples or stories, but I'd love to hear more. Well, Barbara can tell you about where we cut our teeth, like, and then I can get into some case study specific.

5:31Okay. So we started in the laundry industry, believe it or not. They didn't do any marketing and we broke into the laundry industry and started marketing for them. And it's incredible of what we've done. I think I will share a story about one of our clients who had a laundromat. He was in the hedge fund industry and he bought a laundromat. By you in Daytona. Oh, yeah. I was going to say the place, but OK. Anyway, so in Daytona, they had a big storm and he had to figure out how to get back all his customers and everything that was going on. So he had called us up and found out about us through the Laundry Association of what we do.

6:16We were all word of mouth at that point. And he called us up. We started marketing for him. And then everyone in his strip mall was calling us and saying, you know what? where are you getting all these people coming from? How are you doing this? This was a strip mall that wasn't very busy and now it's very busy. So he was living in this laundry. Yeah, he was. I was going to, yep. He was living in his laundry mat at one point because he couldn't afford anything. And then he ended up, you know, we ended up building his business, his clientele, and he went on a podcast, believe it or not, and talked about us.

6:53And that's sort of how we, And that's how we found out the story that he was actually living in his laundromat, that he actually scraped up the money to afford to do business with us. And that was exciting because this is why we started this, to build small businesses after COVID. So he went on to the podcast and then all of a sudden we were being requested to go on our first podcast. And that's how that all started. It's exciting. And I think a good case study is Electrico Mezcal is a client of ours. from Oaxaca, Mexico, and they wanted to introduce their brand to the United States, starting with the New York area.

7:31And we did a simple tasting event for them where we geofenced high-end restaurants in the area. And we ended up getting over 100 people to come in, not just for the event, but after the event, about 100 customers came into the restaurant looking for Electrico on this cow. So that's an example of a nice small campaign, but we do campaigns, you know, still our bread and butter comes from laundromats, but we work with, and we're delivering, you know, upwards of, you know, a hundred or more visits a month to small mom and pop laundromats. But we did a campaign recently, we're still are doing a campaign for an erectile dysfunction doctor, private aviation.

8:17Social security, disability, getting back to work program. Yeah. So we have anything that needs foot traffic or web traffic. We love foot traffic because it's visual and it makes a difference. I always tell the story about how I grew up in a middle class family. I'm totally kidding. How I grew up being a waiter in a restaurant and I would stare why people wouldn't come into our place, but they would go to the gelato place next door. We can't take our location for granted. So geofencing is really helpful for that. That's just amazing. Because it brings people in and it changes lives. You know, as small business owners, you know what it's like.

8:58It could be very stressful. So we're very happy that we send high volumes of foot traffic and plus high volume of web traffic. And it's very rewarding. Yes, we have also did for HVAC. Oh, I bet. Yes, and the first month and a half, they got a contract from Commercial for$48 ,000. And that was, he was like, I can't even believe this. Well, hopefully that would kind of offset their fee to you or their cost of advertising. If you get a$48 ,000 sale, that's all right. Well, I think just about everybody would like to know, like if, and I can imagine, like, especially if you're, you know, brick and mortar, retail, that sort of thing.

9:47Someone comes in, said, no, I'm just looking. Right. And then they leave. You're like, man, I wonder what was going on there. Sure would be nice to, you know, get back in touch with them. And, you know, they didn't want me to answer their question, but maybe they're still thinking about that, you know, that tableware or, you know, that furniture. or whatever, you know, just stuff like that. Well, now you can. Yes. Well, actually, you bring up a good point. You know, even when people walk into a store, into a brick and mortar business, you want to, you know, whether you use geofencing or not, you do want to remarket your own people.

10:22So there's plenty of like you just mentioned furniture, furniture stores. So you can imagine Barbara and I, we're not married, but we walk into a store together. Sometimes what she looks at bores me. So I'm going to use the free Wi-Fi. Well, in order for me to use the free Wi-Fi, I should be giving my email or phone number to receive text messages or email in exchange for using the free Wi-Fi. So you do want to be able to remarket people when they come in. But even if you don't do that, geofencing allows us to to re-communicate to people multiple times on multiple devices based on their visitation rate.

11:02Yeah. All right. So what is the, what is it, what, what is it, what is it like working with you? Like, how do you, like, what is it, how does the campaign work? I mean, what research are you doing? Like, I'm just curious, you know, what it takes to set up a campaign. So we go through a lot of process first when we talk to a client, because we offer exclusivity to our client. So no one in that field in a certain radius can hire us because we don't believe that we should be fighting each other and spending money like Google, Facebook, and Instagram, where it's all in a walled garden. We're on the open web and apps.

11:40So we actually do a foot traffic study with our client. we ask for their address before we even get an initial consultation on the phone with them, because we want to make sure that we're not in any of our customers are not in that area. And we don't want to waste anybody's time. And from there, when we do the foot traffic study, we actually look at a year. So we look at a half hour before and a half hour after they come to their establishment so that way we can see what behaviors indicative of what they do during those timeframes because your online behavior and your actual behavior is two different things yeah so for example we were we were talking about in the pre-call how i totaled my car so um you know someone who's online shopping for a car or looking at cars as an enthusiast is totally different than me at a honda dealership kicking tires because i you know because i need a new car so it's more likely that i'm i'm a good candidate to pitch for a car lease or or car purchase so um but barbara yeah you are somebody sell this guy maybe i'll have to come down to honda or landa but um we could try to have a drive back yeah that's true nice drive back So Barbara brings up a really good point that we do foot traffic studies, which is kind of unique among advertisers.

13:09We really look at what's going on in a given retail location and what's going on in a neighborhood. So Barbara and I commonly will, during a consult, we will not just look at your business, but we'll look at the Gold's Gym across the street. We're going to look at the car dealership down the street. We're going to look at the deli down the street or the store next to you, the doctor's office next to you. So we can really get a comprehensive look at what's happening in your area. And then it allows us to make better informed decisions. Yeah. And plus, each region is different, right? The behaviors of the customers are all different.

13:47So we have to do a deep dive. And we're in, you know, Australia, Canada and United States. each of those parts are very different of who we're going to market to. Matter if it's the same, say it's laundry or HVAC, they're all going to be different customers and different ways that they handle things. Excellent. All right. So, Kalari and Wardell, your website is kalarimedia.com. Do you mind maybe sharing a little bit? Do you have resources? Someone that's like, okay, this sounds really cool. Should I just like Google and learn about geofencing? or like where would you recommend they go next? Okay, well, if you do go to Caleri Media, we actually have explainer videos on our website.

14:30Oh, I like that. So we explain the technology in video format and then we have video testimonials where we've interviewed clients that we've had and talked about their journey of, you know, both being a business owner and how geofencing has impacted their business. So just on our website alone on Caleri Media, they should be able to find things. And also for those who own laundromats, CW, Charlie Williams, CW ad agency, that's our laundromat focused agency. You can go there and you'll see multiple testimonials. But on Caleri Media itself, you'll be able to see some video explainer stuff. And our website is very educational.

15:12So there's plenty of stuff there. Yeah. Set up a free consult from there. be more than happy to talk to people about their business and how they want to transform it. I love it. And I am shoving this last question in here completely in an obtuse manner, because I wanted to ask you about this. I forgot. When we're talking about geofencing, like how precise is this? Like, can they tell that I go to a food truck or something like that? So precise that Lois Lane would have found Superman in the phone booth. ah well i don't know how i feel about that but well again say it's super precise please continue to use your superpowers for good well i'll tell you something you know the the government in australia we're the only agency that offers geofencing in australia the only other agency that offers it offers it is the federal government of australia and they use it to spy on their people so what we're doing yeah during covet is ethical yeah they wanted to make sure you weren't outside on the beach yeah they wanted to make sure that you weren't out there getting fresh air um so we you know they use the the government uses this for evil we use this to put businesses post covid back in the driver's seat and that's actually how bartner barbara and I became a partner.

16:33Partner. Wow, we're messing up my name now. Is that it? It's like Brangelina. Brangelina. So we met during COVID. And that's when I was already doing geofencing. That's when we became partners because, you know, we both have a passion for small businesses and we wanted to recover the businesses that were lost. A full one third of small businesses were lost during COVID. And that more, we're still angry about that. And the only way our payback was let's help people get back on their feet. And not only that, but let's help people make a lot of money. And geo-fencing does that because it's boots on the ground.

17:13We never have a global pandemic again. Calari and Wardell, again, your website, calarimedia.com. It has been a great conversation. A little, I'm still a little, I'm still wrapping my brain around this here. And so, but Ernesto Calari and Barbara Wardell, thank you so much for joining us. Appreciate the conversation. Thanks. Catch you again.

18:00day. Together, we are empowering one another as thoughtful leaders. And as I mentioned at the beginning of this program, if you're looking for introductions to partners, investors, influencers, and clients, I have had private conversations with over 2 ,000 leaders, asking them where their best business comes from. I've got a free video that you can watch right now with no opt-in or email required, where I'm going to share the exact steps necessary to be 100 % inbound in your industry over the next six to eight months with no spam, no ads, and no sales. What I teach has worked for me for more than 15 years and has helped me create eight figures in revenue for my own companies.

18:43Just head to upmyinfluence.com and watch my free class on how to create endless high ticket sales appointments. Make sure to hit subscribe so that tomorrow morning, that's right, seven days a week, you are going to be inspired and motivated to succeed. I promise to bring positivity and inspiration to you for around 15 minutes every single day. Thanks for listening and thank you for being a part of the Thoughtful Entrepreneur Movement.