TEA 211: We Added 5k+ Subscribers in 7 Days Using This Lead Gen Playbook (w/ Real Numbers)

(upbeat music) - Welcome to the Ecomber Sally podcast, where we believe the great brands are built on passionately at a ship, smart operations, and of course, powerful marketing. My name is Josh Koffee. I am host number one for you, and I've actually, and there are two hosts here. The second one is Dylan Counts. - That's me. - Hi, Dylan. - Hello. - And, and for the last 12 years, we've been working with Ecomber's businesses teaching them how to grow, how to get more customers, how to be profitable, and more importantly, how to have fun along the way. We actually have, we do this ourselves with our own three brands, the quirky mouse, right wing naturals, and Pacific Hound, and we're wrapping up, we're recording this one of the last days on October, and we beat September, which beat August, and we're on our way to hopefully, November being our million dollar month, that's what the objective is. And so we practice exactly the things that we preach. And in this episode, this is going to be, this is gonna be a few things. It's gonna be the strategy of this lead gen strategy that we just ran this play about two weeks ago with the quirky mouse, and we added over 5,000 subscribers in seven days. And so I'm gonna walk through what the strategy is, like the actual tangible result of it, like how many leads we got, they cost per lead, the sales, the ad spend, all of that good stuff. And then I'm gonna talk about what we're doing next in it. So this is actually a new thing, because Dylan is not involved with the brands. We have Robert who is our marketing director, he oversees all the marketing. So Dylan is gonna be hearing about this strategy for the first time after it's already run. So I'm kind of excited, Dylan. This is gonna be like teaching mode for me here. - Yeah, I always like-- - And we just get asked questions. - I always like these episodes, because I like learning something new of what we're doing, but because I'm just so busy on everything else that I'm doing, I don't really see what's going on with the brands all that often, basically until these podcast episodes. So it's really fun to learn about it this way. - I think that's like a really cool thing. And I feel the same way, like you oversee, so Dylan does a lot of things. He's like seal team, I would say six, but it's just one of him. - Yes, seal team one. Inside our company, so Dylan goes and like executes projects that are like all over the place. And then he also oversees everything with Breezeway, our software, go to breezeway.io. Is it.io? Breezeway.io. - Breezeway.io. - Breezeway.co, go check out breezeway.co. It's our meta ads management and analysis software that we use every single day. Most of all of our clients use it. It's not public yet, it will be going public soon. I feel like I've been saying that forever. But we're just holding back. We'll probably make it available soon enough. - All it is, guys, we are just making sure that it is perfect for when we go public, and you guys get in there. It's pretty close to perfect now. We're, I feel like we're a few weeks away. But there are just a few final things that we wanna tie up before we open the flood gates to everyone being inside of Breezeway. So. - Yeah, so Dylan, so it's really cool when we're growing to the point where like, I don't know everything going on in Breezeway. And you don't know everything going on in other areas of the business, it's like, great, we're to the point where everybody is starting to, everyone wears multiple hats, but they have some core hats that they wear. So it's like we all don't have to have our hands and everything, which feels like it slows it down. So it's actually pretty cool when you don't know something, and I don't know something. But speaking of some things, what's something-- - Sorry, sorry. That was a fantastic segue. - This was a fantastic segue. - And out of 10 segue. - Yeah, it wasn't that. What's something, I told Dylan to come prepared with this one question I had for him. - What's something? - What's something you're geeking out about right now? So I have two, I know I did not follow the instructions correctly 'cause you said to bring one and I brought two. But the first one is after we got back from SmartMarketer Live, if you guys haven't listened to that episode, I forget what number it is. It's been a while from when you guys were listening to this episode, but we're recording this just a few weeks after we got back from SmartMarketer Live. And we learned a lot at SmartMarketer Live. We learned a lot about what we're doing is working really well. A lot of people are doing what we're doing. We learned some new things that people are doing that we're not doing. So I've taken a lot of time recently to talk to people, try new things, learn new things, learn how the algorithm is working, dive really deep, I've gotten really deep into X. DTCX basically is what they call it. I don't know, it's like a whole thing. There's like a whole side of X that is for direct to consumer meta advertisers. I don't know, so I'm following a bunch of people in there, just learning about the algorithm, learning about that kind of stuff, and really trying to master messaging and figuring out how meta looks at messaging. It's been really a lot of fun trying to figure out how this black box of meta advertising is working especially now within Dramada. So that's the first thing that I'm geeking out. The second thing is obviously we are, we're here, I guess it's probably not obvious. Josh and I are recording this remotely because my wife and I are here in Orlando for the next few weeks, and we've got an Airbnb down here, and we're just kind of hanging out, working in remote for about a month. And Disney, we always say, is like the master of customer service and the master of just really good experiences. And it's been so fun. We actually worked at Animal Kingdom yesterday. We took our laptops, we got stopped at security with laptops, and I forgot I had this Xbox controller in my backpack, so they pulled this out. They're pulling chips and candy and random stuff out of my backpack. I'm like, oh my gosh, I forgot all of that was in there. Sounds like you just left, you left like the high school classroom and you just went in and looked at it. I mean, literally just Xbox controller, candy, chips, backpack. Just random crap out of my backpack. And then, so we took that there, but okay, all the way back to say, being a Disney, they're so good at customer experience. So some of the restaurants we've been eating at, you know when you get like, you get to take out box and they like, just give you the box and say, right, here we go. And just walk away. One of the restaurants we went to, they box the food up for us, but even more, like bumping the lamp experience, this is so silly. They brought us to go silverware. And it's like such a small thing, but like what other restaurants have you been to that bring you to go silverware with your takeout? So it's just those little things that we call bumping the lamp that it's like, it's just been so cool to look at that. And then it gets your wheels turning on like, how do we bump the lamp at the E-commerce alley? So, those are my two. - My two, and if you don't know what bumping the lamp is, go chat GPT search that and give you an explanation of what that phrase comes from and where huge fans of bumping the lamp. That's pretty cool. You know what I'm keeping out about right now? Conversational AI as a tool for it to speed up my time of writing. So like a lot of my role in the business is like writing, a man content strategy, thinking through like a lot of stuff. Like yesterday I was in my thinking tank of an office for like five hours and I'm just thinking and I'm writing and I'm planning and strategizing and building workflows. And so as I'm doing this, I've moved from like, you know, you'll use chat GPT to like type in the things that you need and like get feedback on that. But I kind of, but there are other moments when it's like, man, I wish I could, so I talked to chat GPT a lot. So like on my desktop, I'm using the talk feature. I'm not even typing anymore. And I'm not even like thinking in full sentence in like complete sentences and complete thoughts. I'm just like literally, I hit record and then I'll just like, I'll just talk for like three or four or five straight minutes and then it transcribes it and it gives me really, really great outputs versus me typing in a couple of sentences. And then it's way faster. So I literally treat it like a team member and I'm just talking to it. But there are still moments where you're like, well, I'm not in chat GPT, but I'm like writing things or I'm writing emails or I'm writing messages or I'm writing copy that's not inside of chat GPT. It's somewhere else. And so I found an app that I've been using called Spokently. And it's a really cool app. It's for, I think I don't know if it's just for Mac or not, but I have it on my desktop and then I also have it on my phone. And so how it works is it's a talk to text thing but it integrates with chat GPT and you can give it prompts that it runs the outputs through. So for example, I have a hotkey. So you don't like your command key on the left side of a Mac. I made it the right command key because I never use that. So that's my hotkey. So literally if I need to write something like a description or whatever it is, I literally just hit that hotkey and then it just turns it on and then I just start talking. So I could like, I could, if I want to write an email, if I want to send a message, but I don't want to even type anything, I just tap that and I just start talking and say what I want to do. And then I built it, I built a, I have a prompt lens that it goes through this prompt and it basically says like check for all grammar and punctuation. So that that way I don't have to worry about commas and I don't have to worry about saying like, comma, this period, new line, new line, like I don't have to do that kind of stuff and it just does it for me. me. And then there are additional prompts you can like you can make additional prompts so depending what you're doing. So for example, let's say I'm writing a piece of copy but I wanted to like I don't want it to just talk to text what I'm doing. I wanted to actually turn it into something that's really marketing driven or cohesive. What I could do is I can make a prompt that's like command one and I can say so that it knows what you're about to do it needs to go through the lens of this prompt. And so I could say this prompt is whenever I'm writing email copy so that that way it knows check for grammar and and and but also check for clarity and rewrite with a fifth grade with a fifth grade reading uh reading level uh and use this format for it so that that way I could literally just run a prompt and then it writes it in whatever doc whatever email so you don't have to be stuck inside a chat GBT and doing any of that copying pacing crap that's what I'm geeking out about. I don't know what I did you ever finish that 16 personality test thing? Yes. Okay I must have missed yours I don't know what you are but you're not me. I'm a commander. I'm a commander. You're like the ultra productivity master like every hotkey shortcut possible. I'm like I want to take it nice and slow I want to really marinate in this I want to and it'll probably take me five times longer to come up with with whatever you're talk to typing over there. Yeah we should we should fix that because that's expensive. Okay sorry this was a really long intro everybody let's go ahead uh I'm going to get into uh some meat and potatoes of this um all right lead gen uh I have we don't typically run a whole lot of lead gen for the brands and our clients um but there is one time a year that I become a really large fan of lead gen now that might change uh we might start integrating this a non-going basis um but lead gen in growing your list is really valuable especially in Q4 like when we get to black friday's have her Monday we want as many people on her at list as possible and so we used to do this years ago like where we would run these all the time and now we move to like we'll just mostly do them in Q4 um but you could run these on an ongoing basis or around the clot or around throughout the year uh but lead gen in growing your list we all know uh having a large list can print you money on demand and so one of the lead gen strategies we use are giveaways now I use actually do a whole boot camp on this this was before you were here Dylan I did I called the the five day giveaway boot camp and I would teach people how to do these things and so uh I'm going to walk through the strategy of this the results we got and then kind of the takeaways of like what we're doing next when it comes to the next giveaway that we're doing but we ran a giveaway um two weeks ago we ran it for seven days and and then at the end of the seven days we then drew a winner and we we did a promo for three days after that to everybody that didn't win and we were able to add over five thousand people to our email list and so if you've ever wondered like how do I grow my email list um a giveaway is probably the easiest way to do it and it's an easy way to do it in a way that's like it doesn't take that much effort and it's really cheap for people to opt in you're usually looking at less than a dollar per lead um we were at like 95 cents or something like that but you're able to do it for like really cheap per lead and it also has cheap cpm's cheap clicks so it like fuels your whole ecosystem of advertising your list grows and then you realize the return over a period of time which is the most important thing to realize know when it comes to lead gen like lead gen is not like purchase objective based campaigns we're driving sales today it's something that happens over a period of time so um so let me walk i want to walk through the strategy of what we do but this is pretty much a ten day campaign where it's seven days we we open we open up the giveaway and then we close the giveaway in a seven day window of time and then we go into a 72 hour promo sprint where every day for three days we we make an offer to the people that got on that list and then we promo we promo pretty hard to them to get them to actually buy from us so we could liquidate cost of goods uh we could liquidate whatever the costs are of what we're giving away and we could liquidate ads spent and then that way we're just sitting with all of these additional leads that will then buy from us over time now since we are using riverside Dylan i'm going to try to figure out how to screen share in here so that you can actually see uh i want to i want to you'll be able to see this the uh the strategy and this is actually a strategy that uh uh i did a 90 minute training with our clients on this three weeks ago because they're all running giveaways they're following this game plan which by the way if you're not a client you should become a client uh go to ecommerce howdy.com uh or max profits mentorship are you currently trying to stall while you trying to figure out how to screen share in riverside or in go yep and i and i succeeded i didn't succeed here we go i didn't see it yeah so i have a myra board it has all the visuals all the resources and everything sorry you guys are listening you can't really see this um but here's here's the gist of the lead gen giveaway we we create something worth giving away that's going to drive the ideal customers now now this is not um this is not like giveaway an ipad giveaway cash because that's just going to drive literally anyone in their mom um to opt in the the goal is to give away something that your customers would find valuable and so uh we did this for the quirky mouse and the quirky mouse sells like adult Disney like adult disnerd stuff it's like really deep cut Disney stuff and we sell subtle fine art that kyle our founder creates um and then we also sell t-shirts and so we wanted to drive a higher quality type of a customer so we did a giveaway of our own product now i'm a fan of giving away your own product or giving away your own product and conjunction with other adjacent products or doing something that's like a little bit broader uh that would be really relevant to your ideal customer so for example we we tossed some ideas in the air we were like hey what if we gave away an annual Disney pass well an annual Disney pass um is going to get more people in and we'll probably cheaper cost per lead but it's not going to be as refined as hey we're giving away $1,500 in in art art prints and frames uh for the winner which our cost of goods was about $500 and so we need to mention your cost of goods on uh on your actual products of $1,500 in value is going to be way lower than an annual pass which is $1,500 in value no matter which way you spend it yeah yeah so so that would get more volume but we really wanted to go with a uh we really wanted to go with like a uh a really narrowed thing so the reason we did the art is because we called it the enchanted Disney gallery giveaway and you basically uh you would just you we used a tool there's some tools you could do to use this to do this and I recommend to you that you use a tool you don't use uh like just a former they enter their name and email and phone number or something I would recommend using a particular giveaway tool now there are two that I recommend one is called up viral and the other is called gleam and they're both they both pretty much do the same thing but basically when people enter you can the they'll get into the ecosystem but then there's this viral component where you can get them to do certain actions for certain additional entries and so we did this with the quirky mouse and and basically when people enter they would give us their email and their name and then once they were entered we gave them additional entries to be able to do other things so back to the the what you should offer if you're doing a giveaway make sure that you're offering something that's that your ideal customer would want we could do a Disney pass and that's still on the roster of something that we could do uh but what's more specific is a gallery giveaway because these will drive higher AOV type customers we know that people to buy art or hire AOV customers um also if you don't like art you won't opt in if you don't have a wall for art you won't update if you don't get the references of the art you won't opt in so this was like the true test of like can we do this on a really niche down basis so what it looks like is um we decided to give away $1,500 in art and what we the the location we would drive people to is a page on our website that we embedded uh we used up viral and we embedded upviral's uh page that you designed in the tool and then what that does is that integrates with your your clay video it also integrates with me so you can track the lead costs and what it kind of looks like in Dylan's looking at this right now is we had a headline that said enter to win nine fully framed Disney inspired fine arts for free we had a countdown and then we had we asked for their name and email and then we showed them what they would win what the grand prize was and it showed each one of the art prints and the sizes of them pretty simple real quick are you able to click on those art prints to see more about them okay yep you can click on the art prints see more about that so basically from from what it kind of looks like this page is now turning into almost a collection page where it's like hey you know come get the free stuff but also you get by the stuff here too if you want exactly all right all right I'm picking up what you're putting down exactly which we made about $700 in sales from the ads of people just purchasing on their own before the giveaway even happened wow that's good so yeah yeah I guess that's just revenue but that's still what was your how much did you spend on the ads uh you'll find out in a little bit all right all right I'll give you all the stats everybody stay for the end I'm gonna give you every juicy stat down to the the number of referrals we got the cost per lead the lead cost everything how much we spent so um so it's pretty much a landing page it's all from up viral you just embed it on your website on a shop by page pretty simple um once people opted in it would then say hey uh you're entered to win check your email for giveaway details and find out if you won. And then there were two bonuses. Bonus number one was, hey, you've unlocked 10% off our entire store with the coupon code, Enchanted, 10 and there was a button for them to shop Disney T's and subtle art, so that also helped get sales. Bonus number two was we said, hey, share your unique link and you'll earn, it gives them a unique link in the tool where they could just click a button and copy it and share with someone. And everyone who enters will earn you 25 extra entries for everyone who joins through your link. And then it showed you how many total entries you have. But then here's the cool thing. We said, if someone you refer wins, you also win your own gallery. So now it's like, whoa, first of all, if I share one person, I get 25 times the chance of winning 'cause I only have one entry when I just give my email. But now I get 25 times that. And if they win, I also win as well. So it's like this viral piece that we added to it. But then here's the really cool part about using a tool is like we allowed people to get more entries by doing things. We allowed them to share on Instagram or Facebook. We allowed them to follow us on Facebook or Instagram for an extra 12 points. We gave them points when they would explore our fine art collections when they would browse our Disney inspired teas. And we'd give them 20 extra points if they took a short survey. Now we say the word short survey, but this was a type form survey, dude. And it was like the average time to take it was two and a half minutes. That's a pretty long survey. That's a long survey. Like you couldn't even try to pass that office short if someone actually knew how long that is. - Crazy, right? I mean, crazy. We got over 5,000 people, but guess what? We had almost 1,600 people, I believe, take the survey. And how valuable is that to get the surveys on? We ask people things like, when do you plan on going to Walt Disney World next? Zero to three months, three to six, six plus, I don't know. Like, so we're trying to understand what's your favorite park of the Disney parks? We're trying to understand our users. What's your favorite ride? Because now it fuels what product dev we should start considering, right? And then we can start segmenting people accordingly. You get the idea. So we incorporated a short survey, which we got this value of knowledge of our ideal customers all over the place. We asked like, have you purchased from us before? Yes or no? Well, obviously we're running cold traffic to a lot of this, but 5% did. And the people that did we said, what would, what's the reason you bought? The people that didn't, we said, what's the reason? What would make you want to buy? So like we had conditional logic. It was like this huge search. So we got a lot of value this intangible, but could become tangible when we convert that into things for our ads, our website, product dev, et cetera. So we drive traffic to the opt-in page, then they opt in, then they get additional entries that they can win and it keeps track of all of that. And so that's the funnel. The funnel's pretty simple. Once they get in, they get a series of emails. So we have some thank you flow emails, where the first email they get is like a thank you email, plus that 10% off coupon. And actually the coupon, by the way, it was to like try to incentivize them to buy something. But more, it was a decoy, so that that way, they see the 10%, but when they see what the actual promo is later, it makes the promo later sound that much better. Because they're like, well, I only got 10% off, but now you're doing, I forget what it was, 25% off and we did a tier discount deal for the promo. So really it was a decoy to price anchor or discount anchor, what was going to happen on these 7 through 10 when we were promoing. So they got a thank you email, then we sent them, there was an email flow with 5 emails. So it was pretty much like, hey, we're going to tour the store with you. We're going to show you our most loved pieces. We're going to talk about like, hey, your discount's going away. We're going to talk about like Kylie, connect them with her. We're going to talk about unique selling points. We're going to say, hey, here's what makes our art different. In these emails, I mean, these are beautiful emails as you can see here, Dylan. These are like beautiful emails. As soon as I saw them, I was wondering who designed them. Yeah, yeah. Kylie did a lot of it, I believe. That's great. But also, here's a thing. For these emails, little hack, we just took all of our welcome emails and we just rebranded them and changed the language for this. Because these are all new people. So we need to indoctrinate them to the brand. We took our welcome emails by the Bingba de Bing. Pretty simple. And then what happened is-- Is that my house? That is your house. Gosh, dang it. OK, this is really funny, actually. Just so you guys know what you're looking at here, Bri, Dylan's wife and my executive assistant, sent a photo to Kylie and showed her like her pin wall or something like that with all her Disney decor on this gray wall. And literally, Kylie took that photo that Bri sent her and then put on here, it says, does your Disney decor look like a child's room? OK, to be fair, to be fair, it does. And it's hidden in the top corner of our house where we don't let anyone go. It's our own Disney room. It should look more like that. This is a great email. It's like, does your Disney decor look like a child's room with our house? And then it should look more like this with Kylie's house. Which is all subtle fun. It's like fun. It looks way nicer. It's a really good message. Kudos to her for finding someone stupid enough to send her a picture of their crazy Disney room. Yeah, that's hilarious. We're actually running it as an ad, I think, too. I know. I sent her a bunch of other-- Oh, good. --but she's good enough. I'm in on the joke now. All right, I love it. OK, so once people get in, we then send emails. Throughout that whole 70 period of time, reminding them about it, saying, hey, here's why you need this. Earn more points. Have you referred somebody? Have you taken the survey yet? And then last call to get additional entries before we draw the winner. So there's like this whole campaign to the existing people to get them to really be engaged within this. But when it comes to getting people on it, there are actually two traffic sources we used. We used meta ads. And then we also used our own email list. We wanted to do a whole good will play with our email list. Like, hey, we're giving away $1,500 and stuff. If you want to get on this list, you have to opt in yourself. And we know our existing customers in database are our ideal customer profiles. So they are likely to know other ideal customer profiles that they could refer. And so we wanted to build good will. We wanted to get them engaged in something that was fun for a whole week. So we sent two or three announcement emails to our list and some reminder emails to our existing database to get them involved in this, as well as we ran meta ads. So we had ads going. We had emails going. And that was pretty much the core of how we got all of our opt-ins. Now, once we got to the end of those seven days, we then drew a winner. And then we said, hey-- - R-- R-- Rookly. - What-- what did the ads look like? Or how were you advertising this? Was it just very obvious? Give away, give away, give away. Or was it like the best thing for subtle Disney lovers? Like how-- what was your messaging on this? To try and still get quality people, but not like-- still get them to understand what was happening. - So we did-- we repurposed a lot of the square graphics you see here in the email. So where it says like the enchanted Disney gallery give away, $1,500 value, enter for free, and then like the last-- not the last chance, but does your child's decor-- does your Disney room-- or Disney decor look like a child's room? So we used a lot of this. I don't know if all of this-- we had other graphics. We had-- I started on how the ad graphics in here, but a lot of them were like the email graphics, just turned into ads. We just repurposed a lot of that stuff. But it was-- like we showcased the art. We took winning creatives from our purchase campaigns with our Sally Slater art and the quick Sand art and some of those things. And we just literally added the word giveaways to them and stuff. So we just took a lot of proven stuff. And we just made it obvious that we're doing a giveaway of like $1,500 worth of framed art, subtle Disney, fine art, et cetera. So like-- - OK, so it was very obvious on the front end that it was a giveaway. But it was still very focused around the art to make sure that the people clicking on the ad were quality for the art, basically. - Exactly, exactly. So we tried to-- obviously we're going very intent driven here. We're not just saying $1,500 in free art. When it's like we're really hammering home that this has really subtle Disney art that like if you don't get it, don't even click the link. - That one-- because I can see that would be the hardest thing about a campaign like this would be you could go really intriguing and say-- like you said, $1,500 in art. Click now, get it for free. But you're just going to get tons of people that you don't actually want on your email list. So you have to find the balance of actually talking about your product versus the giveaway aspect to get the clicks. Because the point of this is to get really cheap leads. So you have to find that balance of the giveaway and the products. These ads look great. Like it makes sense. I don't know what your cross-breed was, but I would guess probably pretty cheap looking at these ads. - Yeah, so I mean, we'll talk about that just in a little bit. But yes, the idea was just to be very intent driven. Metawance, a lot of context. We talk about this all the time. We released a podcast recently on that contextual scaling. Metawance context. So like yeah, we're calling out Disney, Disney nerd, adult. This is Disney decor for adults. We're just like subtle fine art. We're using phrases like the Haunted Mansion. We're using phrases like Sally Slater. Things are like only the super nerds will get. But then once we got through those seven days, we then did a three-day promo. And we're going to get a new one. We sent an offer email on Friday to one on Saturday and then two on Sunday. Now, my opinion, we probably could have been two emails per day, but we were just like capacity just didn't allow us to create that many. We did a promo and the promo was this. It was 25% off of $75 or more, 30% off of $125 or more, or 35% off $200 or more. Now, with art, it's pretty easy to get up into the high AOVs. And so when we ran this, the actual AOV of that person that bought from this was $85. So it was on the lower end just to get the 25% off, but there was some like $200, $300 plus orders that did come through, but the AOV was still $85 from the people that purchased. So we ran this promo and we drove them to a, we called it the runner up landing page. So it was a page that we curated that pretty much is like a collection page, but we used gem pages for this. We gave all of our client, by the way, if you were a client, you would get the template. We gave this template and gem pages to everybody. But we called it the runner up landing page. So just like an offer page that basically said, hey, get up to 35% off if you're runner up, you're more like a NVIP, you have unlocked a secret offer. It ends midnight on Sunday. And then it just showed like spend 75, get 25, spend 125, get 30% and spend 200, get 35% off. So it just kind of reinforced the offer and then it says start shopping below. And then below that, we showed our best out, tons of best selling T shirts and different art prints and things like that. And we had what for a 12, 16, 20, we had 24 of our top sellers, but they could also go and shop everything. We had counted. Which by the way, your top T shirt there, we were at Disney's boardwalkers or two nights ago. And I saw someone wearing that and I got a picture with them. The Sam Eagle shirt. It's just crazy to be here at Disney and seeing a bunch of Kylie shirts all around the park. I've seen probably five or six since we've been here. It's pretty cool. Yeah, we were there for our event a month ago. I was standing in line for Tron and I saw some, literally the guy behind me in line had that exact same T shirt on. So I got a photo of it for Kylie. It's pretty cool. It's definitely cool when you get to see your product in the wild. It's pretty awesome. So we drove all the traffic to this landing page. So that we said to go into the homepage or a general collection page, we got to curate exactly what they saw and in what order and what sizes. So we drove them to that page and then that was pretty much it. So it was like the whole span of it is we drove the whole strategy was drove meta ads and we drove our existing database to an opt-in page using up viral. Then they got additional entries on that. Thank you page. We sent some reminder emails to say, hey, did you get more entries and you refer anybody? Did you take the survey? And from that, it was pretty cool what ended up happening. So this is where the result side of it comes in. Now this was, keep in mind, these results were the first three days. So we then monitored the results of the sales over the seven days after that, which got even more. So this is the first three days during that Friday through Sunday promo. We spent $5,000 on ads that during that seven day window of time. So we spent $5,000 on ads. We drove 12,655 visitors ourselves, which was 40 cents cost per click. Now these are visitors just from ads. So almost 13,000 people at 40 cents a click, which is pretty cheap clicks, which is awesome. And now they're in our ecosystem because they got points for browsing our collections and most everybody did that. And so now they're getting, it's fueling our retargeting campaigns right as we speak. And here's the thing, those 12,655 visitors, they referred almost another 3,000 visitors, which was completely free. So we had 2,965 visitors that were referred visitors from those people in upviral shows you this. The leads that we got from our own efforts were 5,274, or 274, which were 95 cents cost per lead. The third leads, we got 308 additional leads of people that were referred, which were entirely free. So if I am advertise that out, it's probably 90 cents a lead. Pretty cool. The promo sales, now I say promo because this is just during that 3 day window of time. We made $4,534. So this was just during those 3 days. But before that, we ended up having the ads produce $676 in sales. So we made almost 700 in sales just from people using that 10% off before the promo began. And then the promo made another 4,500. So total sales from the 7 days to the end of it were 5,210 dollars. Now you might be thinking, well, Josh, you guys spent $5,000 on ads. And you had the cost of goods of the giveaway, which was $500 for all the framed art and stuff. So that's $5,500 in cost. And then you have the cost of goods of the stuff that you sold. Yes. So about $9,000 with all of that would have been our break even. And so I'm going to talk a little bit about what this looks like. But this is where Legion is a long-term strategy. If you want purchases in ROI today, you have to purchase objective. But you have to realize that this will fuel other things. So let me give you another some more stats here. We added 1,284 Instagram followers in 846 Facebook followers. On top of that, we had 4,048 likes, comments, and shares on those ads. And we had 1,570 surveys taken. So while we didn't break even in the first three days, it's okay because we now have of have over 1,500 surveys to improve our messaging as well as over 1,500 leads in our system. Over 2,000 new followers and over 15,000 website visitors who are now getting targeted with our ads, people are getting targeted with our emails. And then those social media followers are now seeing our posts. But let me show you the following 7 days. And this was just through the last week because it's only been, we only ended this about a week ago or a little more than a week ago. Now after those three days, here's what's cool. This is the value of Legion. Seven days post promo. So we did the seven days of Legion and then we did the giveaway and then three days of promo that made $52,520. The seven days following that, when we had no promo going, we had, you could build like a segment in clavis. So we built a segment of people that joined through the giveaway list and then placed an order since, since joining. And we added in seven days after that, another 32 customers at an $85.40 AOV. So that added in the seven days after that promo, another $2,732. Bringing our total sales in the first two, in only two weeks of doing this to $7,943. Now we're still below that $9,000 break even line. But we added $2,700 in the seven days following the promo. And we're actually tomorrow, we're recording this out of Thursday. Tomorrow is our Halloween sale from Friday to Sunday. And so we're going to make more. So my hunch is by the end of the next week. We will officially have cross break even. But the cool thing is we broke even in less than three weeks. And which is less than a credit card cycle. So it's as good as day one in my opinion. But on top of that, we added over 2,000 followers. We have all these surveys. And we have 5,500 people in our ecosystem that are leads that are now getting our emails that are going to continue to buy from us. So I don't know how you feel about all that Dylan, but I feel pretty good. What's your take away looking at this? I think the big thing is like, and why you enjoy Lee Jen so much here in October is because it really doesn't matter what you do. Or at least it sure doesn't seem like it because you're going to make tons of money on the, and it's going to be really interesting because you have that clavios segment if you came in through the giveaway. You'll be able to go back and see how many purchases you got during like Black Friday, Cyber Monday, like huge Q4 pushes like Halloween and Christmas. You're going to be able to go back and see how many of those customers came from the, how many there are like a little over 6,000 leads. You'll be able to come back and see how many of those 6,000 people actually bought that you could basically say you would not have gotten if it wasn't for this effort. So I think it's really cool to see like, it just looked fun. But the whole thing looks like a lot of fun. The emails were fun. The surveys were fun. You got a lot of information. You got a lot of leads. You're almost at break even and it's really going to supercharge Q4. So it, yeah, I, it looks really cool. And those emails looked fantastic. So Kudos to Kylie for those. Yeah. It was, it's pretty neat. And here's the, so that was a strategy in the results. Take away and here's what we're doing next. In December, we're going to run, we're going to run a long giveaway and we're going to run ads to this and we're going to allocate like 10% of our budget to this. But we're going to do a larger giveaway. This one costs us $500 and costs of goods. We're going to do a $2,000 cost of goods and we were able to figure out that we could give away a three night stay at Coronado Springs with three, a three night stay for two people with park passes for all three days for them with the dining added on and it will cost us about $2,000 for three days of park passes for a couple because we know a couple's are, our typical ideal customer. And so we're going to do a giveaway of that. It's going to cost us about $2,000 and then we're going to allocate 10% or so of our ad spend to that during the month of December. We keep growing our email list to push us into the new year. And so we're going to be doing it. Is there a way I can get entered in that? Yeah, yeah. Got to click find the ad, click the link. All right. And so we're going to the ads library and check that out. So we're, so now we did a really niche down one. Now we're going to do a broader one where we're going to open this up for it's like, hey, this is like a really big thing where it's like the value of this is really, really high. It's a $2,000 value. It's really tangible. I get three nights at the hotel, three day passes for two of us with the dining plan added on. So it's going to cost $2,000 to deliver on that on top of the ad spend. But we're, I think our cost per liter will shoot down to like 30 cents. So we're going to go to volume play this round and say, you know, can we add 15, 20,000 people to our email list or more in the month of December to then prime us for a lot of good will and then January, February, March when generally buying behavior goes down according a, a, opposed to like what Q4 actually looks like. So that's what we are doing next, which is super, super exciting. And I don't know if this is just coincidental, but I just got a message, a Slack message yesterday from Kylie, who is the founder of the quirky mouse. And she said a screenshot of her, of her shop of I and she said, that's a record for the quirky mouse daily sales. I guess except for Christmas last year, but this is a record we've ever had for profit in a single day and she did $6,400 in one day this week. I forget which day this week it was. These like Tuesday or something like that. That's crazy. So she had a record day, um, and not only a record, but a record profit day. That's the most important thing record, profit day. And so super awesome to see that stuff. So you know what? Interesting enough, this is right after we ran an add over 5,000 people to her email list. And so there's a lot to be said about having a large email list, the larger email list, the more money you can print on demand, which is very valuable inside those moments. Like Q1, when generally buying behavior starts to shift and it starts to go down, you can then begin to leverage your email list to continue building that good or continue, uh, extracting value and cash from those people that did not buy in Q4. And so, uh, if you haven't run one of these, highly recommend you do. But more importantly, if you're listening to this and you're like, man, I wish I had these strategies sooner than I have right now because now it's kind of getting close to Black Friday Cyber Monday or I wish I was able to get access to all the templates and the strategies you guys do and the examples and the, the, the canva ads and the emails. Well, you just have to become a client. It's not that hard. Go to ecommerce.com and we have two programs, the alley and the MPM, check, max profits better ship. Check them out. Might be worth it or it should be worth it. I'm biased though. Um, cool. Other than that, Dylan, you want to close this out? Oh gosh. Uh, you've never closed this out. I'll let you close this out. I know. And you didn't even tell me you didn't prepare me. You just, I, now I'm just stuck here trying to close this podcast and I have no idea how to do it. Um, thanks for listening guys. We'll see you next time here on the ecommerce alley podcast. Okay. I'll add some cool music after that, maybe. Good job. [BLANK_AUDIO]