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In episode 16 of the podcast I had a fantastic chat with Matt Barnett, the founder of Bonjoro. Matt’s a fantastic guy and I really enjoyed chatting with him, especially as the topic was related to personalisation, one of my favourite things!
In this episode we spoke about how brands can make use of personalised, or unique video to improve customer satisfaction and retention.
Originally a British designer & Artist, Matt launched Bonjoro from a sales hack for his first business, where Matt would send every new lead a personal video to delight and surprise them. Matt’s love of building great products is only surpassed by his total commitment to building great business culture, his goal is to be the next Zappos, to be the most loved brand in the world.
04:05 - 12:35 - Matts Introduction to Bonjoro & Personalised Video - It’s a great touchpoint in the customer journey, videos are super easy and quick to make, we’re talking 30 seconds as a quick intro, welcome to the platform or thanks for the purchase, it doesn't have to be long. It’s about the time you put in, and the personalisation which shows you care, the content itself is less important. These videos are great for acquisition, retention, follow ups etc, theres loads of opportunity.
13:01 - 16:38 - How Does Someone Get Started? - Like with most marketing channels, test it out. Pick out a few user segments who are in different stages of their journey, send them videos and see what the reaction is. Again, don’t worry about pitching or anything too much, simply mention the customer by name, mention their company or if it’s ecommerce the product they purchased. It’s the effort that counts, so identify a couple of areas where you think your business could improve, and give this a try.
17:39 - 24:41 - Biggest Mistakes Made With Video - It’s actually difficult to go wrong with with. Mention the person by name, get yourself in a more comfortable environment, it might even mean going for a walk outside and doing the video on your phone taking a stroll. It’s personable. The big mistake would be trying to pass of a video you use repeatedly as personal. If you record a message to all customers named ‘Mike’ for example. You’ll get found out.
25:00 - 27:24 - Myths & Misconceptions around Video - Video sits on a bit of a pedestal, it’s seen as the realm of actors, movie stars, celebrities and super extroverted and confident people. You had to look perfect, be the best, but really its no different to if you met that person in real life, you’d just say hi, have a quick chat. Treat it as if you’re just dropping a quick video message to a friend.
27:45 - 31:26 - Upcoming Trends in the Next 12-18 Months - Video will continue to explode in usage, just look at Zoom’s share price for example. It’ll be used more and more internally with businesses, and some of these will consider how to use it more externally. Close to 70% of communication is through physical expressions. The look on your face, how you use your hands, how you stand etc, and this message will be so powerful on video.
31:40 - 35:20 - Matts Pet Peeves - Marketers who try to cut corners and will take a channel that can be really powerful, and kind of ruin it for everyone else by lowering the quality of it, therefore lowering the customer response to it as a whole. E.g. trying to record 1 video to all Matts or Susans and just re-using it. Sometimes it’s a genuine idea for being more efficient, but actually when you really think about it you’re just mis-using that channel.
35:37 - 39:36 - Which Marketing Channel Should Be Killed Off - The idea of these Growth Hacks and shortcuts. A lot of these simply promote vanity metrics anyway, and you’ll spend so much time trying all these tactics you’ve stolen from other companies, and probably waste 99% of that time. You’d be better off actually working on things that are more labour intensive but impactful, testing it out, and scaling up when you think its working.
If you’d like to hear more from Matt just find him on LinkedIn or check out the Bonjoro website.