WEBVTT 00:00:07.080 --> 00:00:10.699 Welcome to the Business Abundance Podcast, providing 00:00:10.699 --> 00:00:13.160 the tools and knowledge to help small business 00:00:13.160 --> 00:00:16.500 owners succeed. For additional resources, visit 00:00:16.500 --> 00:00:22.640 www .businessabundance .online. Hello and welcome 00:00:22.640 --> 00:00:26.359 to the Business Abundance Podcast. I'm here with 00:00:26.359 --> 00:00:30.800 Rowan. Hi everyone. And I am Zee. Today, we're 00:00:30.800 --> 00:00:33.259 going to be chatting about rethinking business 00:00:33.259 --> 00:00:36.000 or like... different ways to go about business. 00:00:36.000 --> 00:00:39.320 And I just want to point out that we're not going 00:00:39.320 --> 00:00:42.500 through extensive case studies. Every single 00:00:42.500 --> 00:00:45.899 way that you can do business in a different way. 00:00:46.020 --> 00:00:49.500 But we've picked a business to do a bit of a 00:00:49.500 --> 00:00:54.159 case study on that is quite different from our 00:00:54.159 --> 00:00:58.700 listeners businesses. And that is toilet paper. 00:00:59.520 --> 00:01:05.920 So who gives a crap is the business. Sorry, language 00:01:05.920 --> 00:01:09.519 warning. And there is a language warning. We 00:01:09.519 --> 00:01:14.560 all do it. It's good to learn from this business. 00:01:15.739 --> 00:01:18.799 They do marketing a little different, they do 00:01:18.799 --> 00:01:22.120 profit a little different, they do business a 00:01:22.120 --> 00:01:25.099 little different. I grew up buying toilet paper 00:01:25.099 --> 00:01:28.609 from the shelves. in Woolies. And now you can 00:01:28.609 --> 00:01:30.769 do it like Netflix. That's the best story of 00:01:30.769 --> 00:01:33.430 crying over growing up. I was getting toilet 00:01:33.430 --> 00:01:36.129 paper from the shelves in Woolies. I think I 00:01:36.129 --> 00:01:38.810 hear that again. Talking about how many plies 00:01:38.810 --> 00:01:42.750 you can get. And now you can have it delivered 00:01:42.750 --> 00:01:47.030 to your door in shiny packages. In fact, I had 00:01:47.030 --> 00:01:50.530 a Christmas present wrapped in who gives a crap 00:01:50.530 --> 00:01:52.489 wrapping. So it's like Dollar Shave Club, but 00:01:52.489 --> 00:01:55.540 for toilet paper. Yeah, yeah. and which is now 00:01:55.540 --> 00:01:57.500 so pretty that you can wrap Christmas presents 00:01:57.500 --> 00:02:00.959 in it. In the the wiping part or the wrapping? 00:02:01.239 --> 00:02:03.239 No, no, no, no, not the actual toilet paper, 00:02:03.400 --> 00:02:06.040 the wrapping around the toilet paper. Yeah, right. 00:02:06.239 --> 00:02:08.039 Yeah, because they come in like a lot of different 00:02:08.039 --> 00:02:11.400 colors. And so someone was like, oh, it'd be 00:02:11.400 --> 00:02:13.300 cool if I just kept this and then I could wrap 00:02:13.300 --> 00:02:16.360 toilet like toilet paper and I hang on presents 00:02:16.360 --> 00:02:18.560 with toilet paper wrapping. Do you reckon someone 00:02:18.560 --> 00:02:20.240 received a present like, oh, this is a bit crappy. 00:02:24.659 --> 00:02:27.300 I'm a dad now, I can make dad jokes. That's shocking. 00:02:29.280 --> 00:02:35.060 So, it gives a crap. They are a direct to consumer 00:02:35.060 --> 00:02:37.280 toilet paper company and they were established 00:02:37.280 --> 00:02:41.319 in 2012. They've developed quite the community 00:02:41.319 --> 00:02:45.520 around their brand. And that's largely because 00:02:45.520 --> 00:02:48.719 they have a commitment to environmental sustainability. 00:02:48.819 --> 00:02:51.599 So I think it's around 50 % of their profits 00:02:51.599 --> 00:02:56.199 go towards improving hygiene around the rest 00:02:56.199 --> 00:02:59.460 of the world. So they make toilet paper, tissues, 00:02:59.860 --> 00:03:03.319 paper towel, but it's all made from recyclable 00:03:03.319 --> 00:03:06.360 materials or bamboo. I should also mention this 00:03:06.360 --> 00:03:12.050 is a non -sponsored ad. If anyone's listening, 00:03:12.270 --> 00:03:15.349 we're happy to receive free toilet paper. For 00:03:15.349 --> 00:03:19.770 the rest of our lives. And by association, free 00:03:19.770 --> 00:03:23.370 Christmas wrapping. Yes, save the planet. There 00:03:23.370 --> 00:03:29.870 we go. So, yes, as I said, they give a lot of 00:03:29.870 --> 00:03:33.250 their 50%, I think it's 50 % of their profits 00:03:33.250 --> 00:03:40.069 way to improve world hygiene. and improving sanitation 00:03:40.069 --> 00:03:44.590 globally. Oh, and building toilets as well. So 00:03:44.590 --> 00:03:47.930 that's their business model. And when it comes 00:03:47.930 --> 00:03:51.750 to their marketing, they do it through humor, 00:03:51.969 --> 00:03:54.370 relatability. I mean, it's not a - Conversational. 00:03:55.389 --> 00:04:02.210 It's not a glorious industry, I guess. It's not 00:04:02.210 --> 00:04:04.789 pretty, but they've made it quite entertaining. 00:04:05.050 --> 00:04:11.750 There's not a lot. No, Seth Godin, he, um, in 00:04:11.750 --> 00:04:14.189 marketing, the theory there is to create a tribe. 00:04:14.370 --> 00:04:15.729 And I know we've talked about that in one of 00:04:15.729 --> 00:04:17.550 our podcasts before, and that's exactly what 00:04:17.550 --> 00:04:20.870 they're doing. They're building a community of 00:04:20.870 --> 00:04:26.370 toilet paper, worshipping Christmas present wrapping, 00:04:28.629 --> 00:04:31.889 sanitation, improving. It's pretty much toilet 00:04:31.889 --> 00:04:35.110 paper though. Everyone needs it. They do. and 00:04:35.110 --> 00:04:40.790 especially during COVID. But yeah, they make 00:04:40.790 --> 00:04:43.649 it quite pretty and in their marketing, they 00:04:43.649 --> 00:04:46.029 are really transparent. So they actually share 00:04:46.029 --> 00:04:49.250 detailed reports of their outcomes and their 00:04:49.250 --> 00:04:52.250 charitable contributions and environmental savings. 00:04:53.029 --> 00:04:56.610 And when it comes to customer involvement, their 00:04:56.610 --> 00:04:59.310 customers are involved in voting on new designs 00:04:59.310 --> 00:05:04.620 or products. They're very open, they're very 00:05:04.620 --> 00:05:07.579 honest, they don't keep all the savings to themselves, 00:05:08.360 --> 00:05:15.980 and they support a cause. Now, I have a lot of 00:05:15.980 --> 00:05:19.819 friends that use this company and - How often 00:05:19.819 --> 00:05:21.579 do you talk with your friends about the toilet 00:05:21.579 --> 00:05:23.720 paper that they use? But it's, it's not, you 00:05:23.720 --> 00:05:27.120 just see their stuff everywhere. Like it's just 00:05:27.120 --> 00:05:31.889 like - Because it's like a subscription model 00:05:31.889 --> 00:05:34.189 or something like that. And so you see that their 00:05:34.189 --> 00:05:35.949 toilet paper gets like rocked up and they have 00:05:35.949 --> 00:05:38.769 these huge boxes full of toilet paper. Yeah. 00:05:38.850 --> 00:05:41.230 And so it'll like sit in the corner of their 00:05:41.230 --> 00:05:44.889 bathroom. I'm not having trouble taking this 00:05:44.889 --> 00:05:46.569 seriously, but I'm having trouble not making 00:05:46.569 --> 00:05:48.649 stupid jokes. But what do you think the delivery 00:05:48.649 --> 00:05:52.129 drivers? So like, let's say there's a huge box 00:05:52.129 --> 00:05:54.029 of who gives a crap, right? And it's rocking 00:05:54.029 --> 00:05:57.899 up. And then there's two neighbors. It's a subscription 00:05:57.899 --> 00:06:00.019 model. So there's a frequency you choose I guess 00:06:00.019 --> 00:06:02.699 like how often you need toilet paper So like, 00:06:02.699 --> 00:06:05.339 you know, see you've got this gigantic double 00:06:05.339 --> 00:06:07.040 box stack out the front of your house And then 00:06:07.040 --> 00:06:08.740 I've just got you know, just one nice little 00:06:08.740 --> 00:06:16.800 one What do you think? It doesn't matter it's 00:06:16.800 --> 00:06:24.439 successful business Now why are we using them 00:06:24.439 --> 00:06:31.120 for An example, well, I picked them because they 00:06:31.120 --> 00:06:33.259 use their humor in marketing, you know how, but 00:06:33.259 --> 00:06:35.579 they're not unprofessional about it. I mean, 00:06:35.620 --> 00:06:38.759 it's not a pretty product, but we have a lot 00:06:38.759 --> 00:06:41.399 of clients and I've talked to a lot of people 00:06:41.399 --> 00:06:43.060 who say that they want to be professional in 00:06:43.060 --> 00:06:46.079 their communication. And often that means quite. 00:06:46.970 --> 00:06:50.189 What is professional that's something I've always 00:06:50.189 --> 00:06:52.189 thought because I'm in a professional industry 00:06:52.189 --> 00:06:54.709 and I get called professional and I do not think 00:06:54.709 --> 00:07:01.689 I'm professional one bit I Would say like if 00:07:01.689 --> 00:07:04.269 I were to think of professional I'd be like you 00:07:04.269 --> 00:07:09.649 use does not instead of doesn't like you You 00:07:09.649 --> 00:07:12.870 don't use your likes and you don't use emojis. 00:07:12.870 --> 00:07:17.500 You don't things are quite direct and it's like 00:07:17.500 --> 00:07:19.879 signing a contract. So that's what it feels like 00:07:19.879 --> 00:07:23.139 when you're talking professionally. But yeah. 00:07:23.139 --> 00:07:26.379 Who likes a professional? So let's turn that 00:07:26.379 --> 00:07:31.259 into a different way of looking at it. So if 00:07:31.259 --> 00:07:32.879 we're just having a chat and you're not going 00:07:32.879 --> 00:07:35.800 to use an emoji, so you're not going to smile 00:07:35.800 --> 00:07:38.819 at all, you're just going to like passport photo 00:07:38.819 --> 00:07:40.839 the face the whole way through our conversation. 00:07:41.420 --> 00:07:44.750 I think it's a step removed from friends. Yeah. 00:07:45.490 --> 00:07:47.949 So, okay. So you should deal with our company 00:07:47.949 --> 00:07:49.329 because we're awesome, but we're never going 00:07:49.329 --> 00:07:56.839 to be your friend. Yeah. I can get like, you 00:07:56.839 --> 00:07:58.740 know, with some things you want to deal with 00:07:58.740 --> 00:08:00.939 the confidentiality and you don't want your friends 00:08:00.939 --> 00:08:03.019 in your business. So that's sort of a level there 00:08:03.019 --> 00:08:05.120 and make sure it's confidential. But it's like, 00:08:05.680 --> 00:08:08.199 you know, it's a people's definition of professional 00:08:08.199 --> 00:08:10.339 is different. So you're saying that's that's 00:08:10.339 --> 00:08:12.439 what I mean by professional is we use does not 00:08:12.439 --> 00:08:15.000 instead of doesn't and we don't emoji stuff. 00:08:15.339 --> 00:08:18.240 But to me, professional is achieving certain 00:08:18.240 --> 00:08:20.889 things. getting the right answers, you know, 00:08:21.009 --> 00:08:22.750 boom, boom, boom, taking care of your business, 00:08:23.110 --> 00:08:26.750 being discreet, being super good. Like there's 00:08:26.750 --> 00:08:29.930 some key things around the actual value. Yeah. 00:08:29.930 --> 00:08:32.730 But then to me, I see that if you don't want 00:08:32.730 --> 00:08:34.929 to look at, doesn't, and that's going to mean 00:08:34.929 --> 00:08:37.509 that you think my job's no good. Like you're 00:08:37.509 --> 00:08:45.210 an idiot. Yeah, that's fair. Anyway, so you were 00:08:45.210 --> 00:08:49.549 saying about their advertising though. So when 00:08:49.549 --> 00:08:53.970 it comes to their marketing advertising, yeah, 00:08:54.169 --> 00:08:57.529 it's humor, relatability. They understand it's 00:08:57.529 --> 00:08:59.629 not pretty. They understand what they're doing 00:08:59.629 --> 00:09:03.620 and what they're providing. I actually heard 00:09:03.620 --> 00:09:06.539 a story about someone who was absolutely humiliated 00:09:06.539 --> 00:09:08.620 that their boss caught them buying toilet paper 00:09:08.620 --> 00:09:11.299 in Woolworths. So there's clearly a stigma. So 00:09:11.299 --> 00:09:15.860 good. I was thinking of the delivery guy. Yeah. 00:09:15.940 --> 00:09:18.700 And so there's clearly like this stigma that 00:09:18.700 --> 00:09:20.759 exists around it. And I guess they address that 00:09:20.759 --> 00:09:23.740 and kind of lighten the mood, which makes people 00:09:23.740 --> 00:09:26.220 feel more comfortable. So it's an interesting 00:09:26.220 --> 00:09:27.960 one from the business model perspective. So there's 00:09:27.960 --> 00:09:29.980 a few subscription models that came out at a 00:09:29.980 --> 00:09:32.490 similar time. and Dollar Shave Club, super familiar 00:09:32.490 --> 00:09:34.450 with, that was just razors for dudes getting 00:09:34.450 --> 00:09:36.330 delivered each month, each week. And they had 00:09:36.330 --> 00:09:39.710 a super funny video ad. Yeah, put that in the 00:09:39.710 --> 00:09:41.710 thing for people to watch. But, you know, that 00:09:41.710 --> 00:09:46.889 just went nuts. I think four out of the eight 00:09:46.889 --> 00:09:49.529 males in our office at the time signed up. Like 00:09:49.529 --> 00:09:50.870 we just saw the video, we're around the office 00:09:50.870 --> 00:09:55.330 and we all got our delivery, you know? But, you 00:09:55.330 --> 00:09:57.370 know, the core thing is it's an existing market. 00:09:58.580 --> 00:10:00.779 toilet paper sales. It's always been distributed 00:10:00.779 --> 00:10:03.539 third way through supermarkets. You know, they 00:10:03.539 --> 00:10:04.960 have a little bit of TV ads. They've all got 00:10:04.960 --> 00:10:07.539 TV ads. It's the little dog and, you know, kids 00:10:07.539 --> 00:10:09.500 smiling and all this sort of stuff and whatever. 00:10:09.700 --> 00:10:12.120 We're wasting the toilet paper as much as possible. 00:10:12.139 --> 00:10:14.940 So you use more and increase the sales. Yeah. 00:10:14.940 --> 00:10:16.740 Where your toilet paper people's houses, you 00:10:16.740 --> 00:10:20.539 know, it's all stimulating demand. But I'm just 00:10:20.539 --> 00:10:22.620 on their website now. And so they've got, you 00:10:22.620 --> 00:10:26.480 know, some nice photos of their box with different 00:10:26.480 --> 00:10:29.169 nice colored toilet paper around it. It's pretty 00:10:29.169 --> 00:10:32.129 pretty. That their clients have actually chosen. 00:10:32.389 --> 00:10:34.769 Yeah, it's all pretty colors, you know, big and 00:10:34.769 --> 00:10:39.429 bold. And it's saying there's little quotes on 00:10:39.429 --> 00:10:42.470 every single different type. Yeah. It's like 00:10:42.470 --> 00:10:44.710 a toilet paper that says leave this one for last. 00:10:44.789 --> 00:10:48.190 Really happy lady. Leave this one for last. You're 00:10:48.190 --> 00:10:51.490 right. That's a special one. Yeah. A lady opening 00:10:51.490 --> 00:10:53.509 the box on her front doorstep and she's stoked 00:10:53.509 --> 00:10:55.610 like she's checking out the colors. You know, 00:10:55.610 --> 00:10:58.370 so it's pretty simple marketing. but it's quite 00:10:58.370 --> 00:11:00.750 consistent. And then their fonts, you know, a 00:11:00.750 --> 00:11:03.490 nice little fun, it's a nice clean website. You 00:11:03.490 --> 00:11:06.269 can subscribe or ship every few months or you 00:11:06.269 --> 00:11:10.649 can just buy. And then talking before about how 00:11:10.649 --> 00:11:16.049 they communicate. So it's saying not your average 00:11:16.049 --> 00:11:18.950 toilet paper and it's talking about where toilet 00:11:18.950 --> 00:11:20.529 paper comes from and what's different about them, 00:11:20.529 --> 00:11:23.450 but it's in like a conversational way. As I mentioned 00:11:23.450 --> 00:11:27.870 before, it's not just very... formal, which I 00:11:27.870 --> 00:11:30.710 think that professional undertone like it's, 00:11:30.809 --> 00:11:33.590 it's formal, it's informal, but it's professional. 00:11:33.909 --> 00:11:39.029 Yep. Um, and things like, wait, are you using, 00:11:40.070 --> 00:11:43.289 sorry, wait, are you recycling used toilet paper? 00:11:45.210 --> 00:11:47.470 So it says that we've recycled, we sell recycled 00:11:47.470 --> 00:11:50.429 toilet paper. So do they recycle used toilet 00:11:50.429 --> 00:11:53.509 paper? Yeah, that's the question. So that's the 00:11:53.509 --> 00:11:55.519 thing. Maybe you're wondering. This is on the, 00:11:55.519 --> 00:11:57.139 just the page to buy. It's clicked on that, right? 00:11:57.700 --> 00:12:00.539 So we understand why you might think this, but 00:12:00.539 --> 00:12:04.080 the answer is no. We use post -consumer waste 00:12:04.080 --> 00:12:07.279 paper, which means recycled office paper, not 00:12:07.279 --> 00:12:10.220 used toilet paper. Get your head out of the sewer. 00:12:11.559 --> 00:12:14.299 That's good. Yeah. So, and I quite like that 00:12:14.299 --> 00:12:16.340 sort of, it's, you can say it's unconventional, 00:12:16.340 --> 00:12:18.759 but to me it's not. It's talking to your client 00:12:18.759 --> 00:12:20.679 in a way your client can understand. So their 00:12:20.679 --> 00:12:24.259 market is mass market. Yep. Yep. Everyone booze. 00:12:24.320 --> 00:12:26.919 Literally on their about us page, there's a picture 00:12:26.919 --> 00:12:30.659 of one of the founders on the toilet. Yep. Sure. 00:12:30.759 --> 00:12:32.879 We love puppies and sunny days and walks on the 00:12:32.879 --> 00:12:35.120 beach, but our real love is toilet paper. Why? 00:12:35.220 --> 00:12:37.840 You might ask. First of all, it's funny. Lots 00:12:37.840 --> 00:12:40.139 of room for toilet jokes, which we love, but 00:12:40.139 --> 00:12:42.980 we really, but really we love toilet paper because 00:12:42.980 --> 00:12:45.080 for us, it's our way of making a difference. 00:12:45.159 --> 00:12:49.340 And I think that's what like is the most important 00:12:49.340 --> 00:12:54.690 part here is there. Making something really light 00:12:54.690 --> 00:12:57.070 -hearted but really bringing it back to what 00:12:57.070 --> 00:12:58.990 they're what they're really trying to achieve 00:12:58.990 --> 00:13:01.570 Yeah, they have a counter on the website that 00:13:01.570 --> 00:13:04.429 says they've raised over 13 million dollars towards 00:13:04.429 --> 00:13:07.330 improving sanitation and they go into Talking 00:13:07.330 --> 00:13:10.210 about how toilets have changed more saved more 00:13:10.210 --> 00:13:12.629 lives than any other invention. So it's probably 00:13:12.629 --> 00:13:17.509 true actually. Yeah so Unconventional ways to 00:13:17.509 --> 00:13:20.350 market the point is here. It's a it's a product 00:13:20.350 --> 00:13:24.720 that there's not too much R &D or great breakthroughs 00:13:24.720 --> 00:13:27.879 to have Everyone uses it very established market 00:13:27.879 --> 00:13:30.799 and really it's just looking at it from a completely 00:13:30.799 --> 00:13:33.879 different angle And getting it out there and 00:13:33.879 --> 00:13:37.080 that's why people are buying it instead of just 00:13:37.080 --> 00:13:39.460 grabbing what's easy at the supermarket Yeah, 00:13:39.480 --> 00:13:41.779 they're just trading their customers like humans. 00:13:41.779 --> 00:13:44.600 Yeah, correct. And I think that's really important 00:13:44.600 --> 00:13:48.659 especially when it comes to any sort of I mean, 00:13:48.740 --> 00:13:50.620 you could be in construction and someone just 00:13:50.620 --> 00:13:52.940 wants to build a home, like treat that person 00:13:52.940 --> 00:13:58.179 like a human being, not as if they're some strange 00:13:58.179 --> 00:13:59.620 person that needs to be communicated with. Not 00:13:59.620 --> 00:14:01.759 my friend. Well, yeah, just not my friend. To 00:14:01.759 --> 00:14:05.460 put it simply. But you have to think like they're 00:14:05.460 --> 00:14:07.919 emotionally invested. They want that home. So 00:14:07.919 --> 00:14:09.740 what does that mean to them? Don't sit there 00:14:09.740 --> 00:14:12.240 and be like, we provide the best quality timber. 00:14:12.419 --> 00:14:14.460 And we do it this way because that's how we do 00:14:14.460 --> 00:14:17.019 it. It's the best way to do it. Yeah. be like, 00:14:17.139 --> 00:14:19.240 this is a home that we're going to create for 00:14:19.240 --> 00:14:21.539 you, your family. And that's what people want 00:14:21.539 --> 00:14:25.580 to buy invested in. Yeah. So I think that's probably 00:14:25.580 --> 00:14:28.379 a really important point for everyone to take 00:14:28.379 --> 00:14:31.600 away is just really, we, people always say, understand 00:14:31.600 --> 00:14:35.240 who your customer is, but I think you need to 00:14:35.240 --> 00:14:36.899 understand how to communicate with them and not 00:14:36.899 --> 00:14:39.600 be too scared to go outside the mold of what 00:14:39.600 --> 00:14:42.649 you see on Facebook. You see those, those ads 00:14:42.649 --> 00:14:46.789 on Facebook that are so direct and impersonal 00:14:46.789 --> 00:14:51.330 when it could be a business that is, you can 00:14:51.330 --> 00:14:53.730 see what they're trying to do by being professional. 00:14:53.789 --> 00:14:57.129 Um, but it does really remove that relationship 00:14:57.129 --> 00:15:00.210 between you and the, in the buyer. And so you 00:15:00.210 --> 00:15:04.190 could take that risk and treat them as though 00:15:04.190 --> 00:15:06.370 they're another human being or do yourself a 00:15:06.370 --> 00:15:08.590 disservice and remove yourself. It's been aware, 00:15:08.750 --> 00:15:10.629 I say, there's no right or wrong way, I guess, 00:15:10.769 --> 00:15:13.570 but it's been aware of what you want to. communicate 00:15:13.570 --> 00:15:15.590 and doing it that way. So if we want to communicate 00:15:15.590 --> 00:15:17.190 that we are a bit disconnected from you, where 00:15:17.190 --> 00:15:21.570 are this level, you know, that's fine. But the, 00:15:21.570 --> 00:15:23.389 I guess the unconventional way out of this is 00:15:23.389 --> 00:15:25.529 that they probably use a lot of traditional ways 00:15:25.529 --> 00:15:28.590 to market. But they're not talking about, do 00:15:28.590 --> 00:15:30.929 I do Facebook or do I do radio or do I do TV 00:15:30.929 --> 00:15:33.570 or, you know, do I go to the local networking 00:15:33.570 --> 00:15:38.009 thing? They've gone, okay, well, what do people 00:15:38.009 --> 00:15:41.929 want out of life? And they're going, oh, people 00:15:41.929 --> 00:15:44.610 would like to give back to the community, but 00:15:44.610 --> 00:15:46.490 how do people give back to the community? It's 00:15:46.490 --> 00:15:48.970 door knockers, you find your cause, you donate 00:15:48.970 --> 00:15:50.610 money out of your pocket, things like that as 00:15:50.610 --> 00:15:51.929 a way as a, you know, it's coming out of your 00:15:51.929 --> 00:15:56.409 budget. But what if we can just, they can spend 00:15:56.409 --> 00:15:57.769 their money on the toilet paper and it's helping 00:15:57.769 --> 00:16:00.429 them. Oh, that'd be cool. And then how do we 00:16:00.429 --> 00:16:03.289 talk to them like people? And that's the key 00:16:03.289 --> 00:16:05.610 to their marketing. So it's, I would say a lot 00:16:05.610 --> 00:16:07.570 of their business comes through referral, people 00:16:07.570 --> 00:16:13.399 talking about them like us today. Yep. And how 00:16:13.399 --> 00:16:15.799 can you do that in your business? Yeah, it's 00:16:15.799 --> 00:16:18.580 really interesting. The type and marketing that 00:16:18.580 --> 00:16:22.000 they're doing, they're making you, I don't know, 00:16:22.179 --> 00:16:23.820 toilet paper is just something you never thought 00:16:23.820 --> 00:16:26.580 about. You just. They buy it all the time. Yeah. 00:16:26.840 --> 00:16:28.799 They've got even a section in here. What's the 00:16:28.799 --> 00:16:31.889 right toilet paper for me? Can we just go through 00:16:31.889 --> 00:16:34.490 those questions real quick? Just for fun. Trust 00:16:34.490 --> 00:16:36.570 us, we know a thing about toilet paper. I really 00:16:36.570 --> 00:16:38.110 want to know what these questions are. Need help 00:16:38.110 --> 00:16:40.070 finding the right toilet paper? We've got your 00:16:40.070 --> 00:16:42.409 bum covered. Just answer a few easy questions 00:16:42.409 --> 00:16:45.250 and we'll match you with your ride or ply. Let's 00:16:45.250 --> 00:16:48.259 get rolling. What kind of toilet do you have? 00:16:48.759 --> 00:16:50.779 This is less about the personality and more about 00:16:50.779 --> 00:16:52.779 the plumbing. Yeah. If you're not sure about 00:16:52.779 --> 00:16:55.220 what type of toilet you have, chances are it's 00:16:55.220 --> 00:16:58.299 just a regular old toilet. Alternative system 00:16:58.299 --> 00:17:00.840 or septic tank or regular? There you go. Let's 00:17:00.840 --> 00:17:03.860 go septic tank. Okay. Cool. What's your idea 00:17:03.860 --> 00:17:06.779 of comfy? Camping in the great outdoors or a 00:17:06.779 --> 00:17:09.180 fluffy bed with room service? Let's pretend to 00:17:09.180 --> 00:17:13.359 be pay the account and go camping. Oh dear. What's 00:17:13.359 --> 00:17:16.640 your spending philosophy? Basic is best for my 00:17:16.640 --> 00:17:20.380 budget. I'm willing to pay for premium. They're 00:17:20.380 --> 00:17:22.700 all nice good to all of them. Premium? Yeah. 00:17:23.460 --> 00:17:27.059 Okay. Pick your box size. 24 rolls is great or 00:17:27.059 --> 00:17:30.599 40 rolls. No, 24 rolls is great for limited storage 00:17:30.599 --> 00:17:33.859 space and smaller households. 48 rolls is great 00:17:33.859 --> 00:17:35.980 for getting the best value or larger households. 00:17:36.000 --> 00:17:45.700 Very big family. 48 rolls it is. Okay. 50 % of 00:17:45.700 --> 00:17:50.180 profits donated. Yep. Showing us how much they've 00:17:50.180 --> 00:17:53.380 raised. $13 ,378 ,000. Right. So before they're 00:17:53.380 --> 00:17:55.259 telling us which toilet paper we should buy, 00:17:55.759 --> 00:17:57.339 they're establishing that they're donating all 00:17:57.339 --> 00:18:00.579 this money and letting us see that. Good. Yes. 00:18:01.210 --> 00:18:06.349 They have 22 ,472 reviews. I thought you were 00:18:06.349 --> 00:18:09.150 going to say options for us. No, one option. 00:18:10.609 --> 00:18:14.150 100 % recycled toilet paper, biodegradable for 00:18:14.150 --> 00:18:16.730 every toilet, soft and scrunchable, and best 00:18:16.730 --> 00:18:19.950 bang for your budget. Just add it to the cart 00:18:19.950 --> 00:18:23.410 there and we're good to go. 48 rolls. And it 00:18:23.410 --> 00:18:27.369 has more sheet deets, recycled materials, Mama 00:18:27.369 --> 00:18:30.089 Earth approved, plastic free rolls. Yeah. And 00:18:30.089 --> 00:18:34.079 what's the price? $60 for 48 rolls. Just an interesting 00:18:34.079 --> 00:18:35.579 theory there. So we just went through all that. 00:18:35.599 --> 00:18:37.339 We went through the questions and what do you 00:18:37.339 --> 00:18:39.920 like? What don't you like established? Here's 00:18:39.920 --> 00:18:41.180 what we're doing that's different than all other 00:18:41.180 --> 00:18:43.160 toilet paper companies. You can be part of this 00:18:43.160 --> 00:18:45.079 too. Here's all the reviews, people all of it. 00:18:45.279 --> 00:18:46.700 Which one do you want to order? Oh, and here's 00:18:46.700 --> 00:18:50.019 the price. Which is what's different to the other 00:18:50.019 --> 00:18:52.259 toilet paper companies. It's twice the price. 00:18:52.720 --> 00:18:55.480 Wow. It's from reading before it's twice the 00:18:55.480 --> 00:18:58.509 length. That was one of the questions on the 00:18:58.509 --> 00:19:02.450 side. Twice the length. Yeah, correct. Per sheet, 00:19:02.769 --> 00:19:06.549 it's the same. But in the supermarket, it is 00:19:06.549 --> 00:19:09.230 literally a big price tag and it wishes on special. 00:19:10.549 --> 00:19:12.990 Like this toilet paper price, toilet paper price, 00:19:13.049 --> 00:19:14.849 price per sheet. It's all price per sheet. It's 00:19:14.849 --> 00:19:16.250 anything in the supermarket now, it's price per 00:19:16.250 --> 00:19:19.190 100 mils. So they're putting all that stuff in 00:19:19.190 --> 00:19:21.670 front of it to establish the value, to sign you 00:19:21.670 --> 00:19:24.670 up to a subscription. But it's communicating 00:19:24.670 --> 00:19:29.099 that cool story. It's a really simple website, 00:19:29.680 --> 00:19:31.559 really engaging. You just kind of want to look 00:19:31.559 --> 00:19:33.400 through, there's fun facts everywhere. So to 00:19:33.400 --> 00:19:35.099 me that's professional, because it's well done, 00:19:35.240 --> 00:19:38.039 it's well thought out. And you know, it's consistent 00:19:38.039 --> 00:19:41.519 and clear and definitely does the job. Yeah. 00:19:42.859 --> 00:19:45.099 I just think probably moral of the story when 00:19:45.099 --> 00:19:49.089 it comes to this business is just... know that 00:19:49.089 --> 00:19:51.349 you don't have to do what everyone else is doing. 00:19:51.789 --> 00:19:54.890 When it comes to small businesses, you see what 00:19:54.890 --> 00:19:57.190 other businesses are doing that are in your field 00:19:57.190 --> 00:19:58.890 and they might be doing quite well. They might 00:19:58.890 --> 00:20:02.210 have more likes than you or they might have a 00:20:02.210 --> 00:20:04.049 more follows and that sort of thing. It doesn't 00:20:04.049 --> 00:20:06.829 necessarily mean that that's the best way to 00:20:06.829 --> 00:20:08.490 go about it. It just might mean that they've 00:20:08.490 --> 00:20:12.069 been in there longer the game, in the game longer. 00:20:12.470 --> 00:20:15.569 Just to... Be yourself be a business know who 00:20:15.569 --> 00:20:20.069 that is and communicate it and I think some additional 00:20:20.069 --> 00:20:23.529 things to think about is Unconventional is just 00:20:23.529 --> 00:20:26.589 explaining features or things that you do that 00:20:26.589 --> 00:20:29.509 people don't know about There's a lot of good 00:20:29.509 --> 00:20:31.730 things that you do and it could be building a 00:20:31.730 --> 00:20:33.910 house like you remember you're building a home, 00:20:34.009 --> 00:20:36.609 right? So if you're a builder and you yeah, I 00:20:36.609 --> 00:20:38.849 remember building a home, but do you tell people 00:20:38.849 --> 00:20:41.690 that? Do you like make it something you point 00:20:41.690 --> 00:20:43.509 out halfway through? Oh yeah, this is going to 00:20:43.509 --> 00:20:44.829 be a living room. We just want to make sure you 00:20:44.829 --> 00:20:46.130 really enjoy it. Like, you know, where are you 00:20:46.130 --> 00:20:48.190 going to put your TV? Like where's the kids going 00:20:48.190 --> 00:20:50.470 to sit? Like if you frame it that way, people 00:20:50.470 --> 00:20:53.170 know that that's what you're thinking about. 00:20:53.390 --> 00:20:55.470 So they know the values there. Whereas if you 00:20:55.470 --> 00:20:57.309 don't do that, but you were just thinking about 00:20:57.309 --> 00:20:58.890 it and you don't communicate that to everyone, 00:20:59.750 --> 00:21:03.049 then you don't get the value from it. And especially 00:21:03.049 --> 00:21:05.359 before the sale, which I think that checkout 00:21:05.359 --> 00:21:08.180 process before was really good. They've established 00:21:08.180 --> 00:21:10.559 all the value points before you've got to the 00:21:10.559 --> 00:21:12.900 end, not just said, oh, you bought this, congratulations. 00:21:13.140 --> 00:21:15.119 Oh, and did you know we donate some of this money? 00:21:16.019 --> 00:21:18.559 Like they're using that to make sales. So you 00:21:18.559 --> 00:21:20.640 can say it's all a nicety and yes, they're doing 00:21:20.640 --> 00:21:22.799 something good, but they're doing it to make 00:21:22.799 --> 00:21:25.880 money as well. And we had a chat earlier today 00:21:25.880 --> 00:21:30.200 about the eggs. So I've been buying a certain 00:21:30.200 --> 00:21:33.099 type of eggs for... 12 years. I don't know a 00:21:33.099 --> 00:21:35.579 long time, but the Tasmanian devil is save the 00:21:35.579 --> 00:21:37.579 devil's it's you know It's a black egg container 00:21:37.579 --> 00:21:40.180 save the Tasmanian devils all over it Tasman 00:21:40.180 --> 00:21:43.660 devils on it cost Yeah, it costs two bucks more 00:21:43.660 --> 00:21:46.200 than the other ones good eggs. Yeah, the eggs 00:21:46.200 --> 00:21:50.180 are fine and Says what I can't read the exact 00:21:50.180 --> 00:21:52.400 number, but it's like ten cents from everything 00:21:52.400 --> 00:21:55.619 Maybe just look it up on your laptop. So I'm 00:21:55.619 --> 00:21:57.720 not lying to everyone, but it's not much It's 00:21:57.720 --> 00:21:59.680 not a dollar per packet or anything like that. 00:21:59.680 --> 00:22:02.940 It's it's ten cents or five cents So it makes 00:22:02.940 --> 00:22:04.900 me feel good because I'm buying the Tassie Devil 00:22:04.900 --> 00:22:07.700 eggs. I'm saving the animal. But I also think 00:22:07.700 --> 00:22:09.240 in the back of my head, knowing what I know about 00:22:09.240 --> 00:22:11.279 marketing is that that's not much money that 00:22:11.279 --> 00:22:13.400 they're giving to them. And I've put it all over 00:22:13.400 --> 00:22:15.440 that their whole brand is Tassie Devil eggs, 00:22:15.599 --> 00:22:18.160 you know, that's the way what I call it. So they're 00:22:18.160 --> 00:22:21.200 not selling me a quality of egg. 30 cents from 00:22:21.200 --> 00:22:24.420 every carton sold will be donated to save the 00:22:24.420 --> 00:22:26.319 Tasmanian Devil's wheel. Could we check that? 00:22:26.319 --> 00:22:29.059 So it's 30 cents. So 30 cents for every carton 00:22:29.059 --> 00:22:31.539 goes and it's great. It's a great cause. But 00:22:31.539 --> 00:22:33.500 I'm buying those eggs just because of that, not 00:22:33.500 --> 00:22:36.319 because of anything else related to it. And that's 00:22:36.319 --> 00:22:39.019 got shelf space. I've bought it for 12 years. 00:22:39.380 --> 00:22:42.299 That's pretty cool. But they're using that for 00:22:42.299 --> 00:22:45.920 their value. And then there's other eggs that 00:22:45.920 --> 00:22:48.859 I've started buying recently instead. because 00:22:48.859 --> 00:22:52.420 I watched a doco on like the food generation, 00:22:52.579 --> 00:22:54.380 which you know, you see every few years and it 00:22:54.380 --> 00:22:57.920 makes you feel bad. But anyway, but I looked 00:22:57.920 --> 00:23:01.240 at on the packages, how many hens per hectare. 00:23:01.640 --> 00:23:04.619 And so the Tassie Devil ones were 10 ,000 hens 00:23:04.619 --> 00:23:07.279 per hectare, which I believe that's right. You 00:23:07.279 --> 00:23:11.900 can fact check that since you're there. And for 00:23:11.900 --> 00:23:14.670 the same price, I could buy one that has 1200 00:23:14.670 --> 00:23:16.970 hens per hectare. That's correct. Which, you 00:23:16.970 --> 00:23:18.529 know, I've got roughly a hectare at my house 00:23:18.529 --> 00:23:21.569 and 1200 hens in that, like they are living the 00:23:21.569 --> 00:23:26.630 life. So, well, for the same price, I'm supporting 00:23:26.630 --> 00:23:29.049 a much better environment for where the food 00:23:29.049 --> 00:23:34.410 comes from. Now I've changed my value. But those 00:23:34.410 --> 00:23:37.609 companies, there's heaps there. Don't market 00:23:37.609 --> 00:23:39.640 that whatsoever. There's some more eggs that 00:23:39.640 --> 00:23:41.740 have 700 hens per hectare, which doesn't sound 00:23:41.740 --> 00:23:44.059 like much less than 1200, but that's living. 00:23:44.900 --> 00:23:47.559 That's way better. Yeah. That double the price, 00:23:47.799 --> 00:23:51.579 like 14 bucks for 12 eggs. But no one's talking 00:23:51.579 --> 00:23:55.039 about the lifestyle of the chickens, which a 00:23:55.039 --> 00:23:57.599 lot of people care about. It makes them feel 00:23:57.599 --> 00:24:01.019 warm and fuzzy. No one's marketing that. They're 00:24:01.019 --> 00:24:02.640 just marketing their eggs with this number on 00:24:02.640 --> 00:24:04.640 it. But then that Tassie Devil one, we don't 00:24:04.640 --> 00:24:07.799 need 30 cents. Making sales competing with a 00:24:07.799 --> 00:24:10.240 much lower cost base because I've got 10 ,000 00:24:10.240 --> 00:24:15.400 like that's 10 times the hands Just because of 00:24:15.400 --> 00:24:18.420 the promoting that message so I guess the point 00:24:18.420 --> 00:24:24.500 is there was two points one by donating You can 00:24:24.500 --> 00:24:27.460 be seen as being nice, but you can also be seen 00:24:27.460 --> 00:24:29.440 as profiteering So you've a little bit careful 00:24:29.440 --> 00:24:32.099 with that and being accountable I'll talk about. 00:24:32.099 --> 00:24:34.400 Thank you. I think that's that's one that I've 00:24:34.400 --> 00:24:39.359 noticed but then it's also promoting the bits 00:24:39.359 --> 00:24:42.099 that you do that everyone in the industry mentions, 00:24:42.599 --> 00:24:44.500 but no one really talks about what it means. 00:24:45.759 --> 00:24:48.619 We were at a local cafe before the podcast and 00:24:48.619 --> 00:24:50.819 I just asked out of interest, what are your thoughts 00:24:50.819 --> 00:24:53.279 on eggs? What's your buying decision for eggs? 00:24:53.559 --> 00:24:56.400 Is it a price? Is it quality? Is it conditions? 00:24:56.500 --> 00:24:59.380 What is it? They got a story about how a local 00:24:59.380 --> 00:25:01.059 owner was really upset during COVID because they 00:25:01.059 --> 00:25:04.089 had to kill a thousand hens like mortified because 00:25:04.089 --> 00:25:06.849 it was before their time, you know, um, but the 00:25:06.849 --> 00:25:08.369 demand wasn't there and they didn't have the 00:25:08.369 --> 00:25:09.829 feed and all that sort of stuff. So it just wasn't 00:25:09.829 --> 00:25:12.230 going to work, but the quality is really good. 00:25:12.250 --> 00:25:13.910 They've got an indoor outdoor environment to 00:25:13.910 --> 00:25:15.730 be in there. Her son's gone out there. They really 00:25:15.730 --> 00:25:18.289 like it and that's why they go. But that egg 00:25:18.289 --> 00:25:20.849 brand, I've never seen that communicate it whatsoever 00:25:20.849 --> 00:25:23.509 in their advertising, but that would be a really 00:25:23.509 --> 00:25:25.349 cool story. And that's the reason the cafe uses 00:25:25.349 --> 00:25:30.630 them. Um, but thank you. So thank you is a brand. 00:25:30.730 --> 00:25:33.819 What do they sell now? They do personal hygiene 00:25:33.819 --> 00:25:38.599 products. So body washers, soaps, just wallpaper 00:25:38.599 --> 00:25:43.059 as well. Let's have a look. So personal care, 00:25:43.259 --> 00:25:47.599 cleaning and baby products. So this is just my 00:25:47.599 --> 00:25:50.440 opinion from my experiences. It's not, I don't 00:25:50.440 --> 00:25:53.319 know their business super well, but we watched 00:25:53.319 --> 00:25:56.900 a show and it was about the thank you company. 00:25:57.659 --> 00:25:59.000 And it was talking about how they want it to 00:25:59.000 --> 00:26:00.700 be low cost. So they've got the space in the 00:26:00.700 --> 00:26:05.279 supermarkets, prime shelf, middle of the height. 00:26:06.119 --> 00:26:07.740 And basically we're gonna make soap, we're gonna 00:26:07.740 --> 00:26:08.960 do all these things, we're gonna do it for a 00:26:08.960 --> 00:26:11.339 low cost and we're gonna donate back to people. 00:26:11.420 --> 00:26:13.640 And a big part of it was that on the bottle, 00:26:14.000 --> 00:26:16.059 you could see, you could scan a code and it showed 00:26:16.059 --> 00:26:18.539 you how the money that you just spent was getting 00:26:18.539 --> 00:26:23.599 used. So that's just awesome. But then... Four 00:26:23.599 --> 00:26:26.019 or five years later, and this is not having a 00:26:26.019 --> 00:26:29.559 crack at thank you, but every time we've bought 00:26:29.559 --> 00:26:33.220 a body wash, you scan the code or there's no 00:26:33.220 --> 00:26:36.279 code there and says code not available. So what 00:26:36.279 --> 00:26:40.220 is that telling me as a consumer? That it's stopped 00:26:40.220 --> 00:26:43.579 or the money's going to them. Yep. Or they don't 00:26:43.579 --> 00:26:46.259 want to show it. Probably none of those things 00:26:46.259 --> 00:26:49.099 are true, but that's where you've got to be a 00:26:49.099 --> 00:26:51.200 little bit careful sometimes with unconventional 00:26:51.200 --> 00:26:54.369 ways. You don't want to be giving, you think 00:26:54.369 --> 00:26:55.890 I'm going to do this because of all these great 00:26:55.890 --> 00:26:58.230 reasons, but you've also got to assess your market 00:26:58.230 --> 00:26:59.829 and talk to your clients. And I think it's important 00:26:59.829 --> 00:27:02.410 to get feedback and focus groups of why people 00:27:02.410 --> 00:27:06.029 do that stuff. What do people actually see when 00:27:06.029 --> 00:27:08.730 that happens? So now every time I look at that, 00:27:08.730 --> 00:27:11.289 and I'm a bit unique understanding a bit of theory, 00:27:11.589 --> 00:27:13.329 right? It says code not available. I'm like, 00:27:13.369 --> 00:27:15.670 well, they had that system years ago. Why did 00:27:15.670 --> 00:27:17.109 they just stop doing it? And why haven't they 00:27:17.109 --> 00:27:21.660 updated their packaging? Yeah, it's in the sense 00:27:21.660 --> 00:27:24.200 that you just need to be really accountable to 00:27:24.200 --> 00:27:26.980 yourself if you're choosing to go down that road. 00:27:27.099 --> 00:27:30.339 Social impact is awesome. I think if you have 00:27:30.339 --> 00:27:35.819 the position, the power, the stand that you can 00:27:35.819 --> 00:27:38.440 use your business to just make a bit of a positive 00:27:38.440 --> 00:27:41.559 impact and your customers are going to get around 00:27:41.559 --> 00:27:46.440 that too. Whether that be supporting a local 00:27:47.500 --> 00:27:50.160 sports player, or whether that be supporting 00:27:50.160 --> 00:27:53.799 in a big organization. In doing that, you do 00:27:53.799 --> 00:27:55.980 have to keep yourself accountable and make sure 00:27:55.980 --> 00:27:57.799 that you're all following. Transparent. Yeah, 00:27:57.980 --> 00:27:59.019 transparent. That's the word I'm looking for. 00:27:59.019 --> 00:28:01.339 That's the key. Yep. So make sure that you're 00:28:01.339 --> 00:28:04.180 transparent. And I think you can do it really 00:28:04.180 --> 00:28:08.000 well. I don't think it's that much of an effort. 00:28:08.299 --> 00:28:10.140 No, not at all. And it's great to give back, 00:28:10.200 --> 00:28:11.579 like you're creating that value they wouldn't 00:28:11.579 --> 00:28:13.099 have had. They wouldn't have got that money if 00:28:13.099 --> 00:28:15.220 you hadn't done that. So it is a good win -win. 00:28:15.660 --> 00:28:17.660 Yeah, I think it's a great way to go about business. 00:28:18.359 --> 00:28:20.960 So yeah, definitely encourage that one. So just 00:28:20.960 --> 00:28:22.599 thinking about more general, because we're talking 00:28:22.599 --> 00:28:24.240 about one particular case, which is cool. That 00:28:24.240 --> 00:28:26.019 was just the case study to discussion today. 00:28:26.680 --> 00:28:30.599 But, you know, they're looking for a bit of synergy, 00:28:32.099 --> 00:28:34.460 something that's going to help one another. So 00:28:34.460 --> 00:28:36.240 everyone uses toilet paper and everyone wants 00:28:36.240 --> 00:28:40.490 to give back. Most people do. So they're looking 00:28:40.490 --> 00:28:44.470 for something people can get behind and they 00:28:44.470 --> 00:28:46.789 haven't just gone, okay, well, that's TV or that's 00:28:46.789 --> 00:28:49.390 the standard thing people are doing. They've 00:28:49.390 --> 00:28:52.089 gone, well, how can we get to our customers in 00:28:52.089 --> 00:28:54.470 a way that they would like to do something that's 00:28:54.470 --> 00:28:58.109 not even related to us whatsoever? It's not essential 00:28:58.109 --> 00:28:59.829 to their business. It doesn't mean anything. 00:28:59.970 --> 00:29:02.609 It's unrelated. And they've turned that into 00:29:02.609 --> 00:29:04.950 some great value for, I guess, the world as a 00:29:04.950 --> 00:29:07.240 whole. plus also their business. And then for 00:29:07.240 --> 00:29:08.980 the day to day lives of their customers, because 00:29:08.980 --> 00:29:10.640 they've got like, I'm part of something bigger, 00:29:10.799 --> 00:29:13.400 and I'm getting these nice pictures. You know, 00:29:13.460 --> 00:29:14.960 there's lots of little bits of happiness there. 00:29:15.420 --> 00:29:17.720 Yeah, a lot of businesses would think, oh, well, 00:29:17.759 --> 00:29:19.880 we'll just make our products higher quality or 00:29:19.880 --> 00:29:22.140 our service just a little bit faster. Yeah. When 00:29:22.140 --> 00:29:23.819 you could think outside the box and just go, 00:29:24.000 --> 00:29:26.099 well, maybe our customers want something else 00:29:26.099 --> 00:29:28.059 or they care about something else. And that's 00:29:28.059 --> 00:29:31.900 why it's important to do a customer profile. 00:29:32.089 --> 00:29:33.970 help understand what it is that they're actually 00:29:33.970 --> 00:29:38.390 interested in. You know, you might be, um, your 00:29:38.390 --> 00:29:41.569 customer base might be young families or middle 00:29:41.569 --> 00:29:43.730 -aged families. And so you've got to think about 00:29:43.730 --> 00:29:45.890 what they're doing at that stage of life and 00:29:45.890 --> 00:29:47.970 how can you interact with them through that, 00:29:47.990 --> 00:29:51.750 whether you be, uh, a roller door company or 00:29:51.750 --> 00:29:53.829 an electrical company or a construction, I'm 00:29:53.829 --> 00:29:57.190 just going trades, but as in if you're a construction 00:29:57.190 --> 00:30:02.859 company and your primary audience is. young families, 00:30:03.180 --> 00:30:07.180 you're not going to be wanting huge open staircases. 00:30:07.400 --> 00:30:09.279 The kids are just going to like roll straight 00:30:09.279 --> 00:30:10.900 down them. Like you've got to think about the 00:30:10.900 --> 00:30:13.019 small things, but then you can also think about 00:30:13.019 --> 00:30:15.740 well... they're going to footy games and what 00:30:15.740 --> 00:30:17.619 are important for those kids footy games like 00:30:17.619 --> 00:30:20.339 and then think about the charities and the organizations 00:30:20.339 --> 00:30:22.039 that are around that and think about how that 00:30:22.039 --> 00:30:24.359 can relate to your business. So just got to do 00:30:24.359 --> 00:30:26.519 a little bit of thinking and just like top of 00:30:26.519 --> 00:30:28.279 my head being creative for a second is like, 00:30:28.279 --> 00:30:29.799 oh, if you're a building company, you're focusing 00:30:29.799 --> 00:30:33.420 on young families. Well, what if you did like 00:30:33.420 --> 00:30:36.839 a deal where everyone gets this free playground? 00:30:37.160 --> 00:30:38.500 Yeah, you can make some really cool ones like 00:30:38.500 --> 00:30:39.980 you make one in your own backyard and then put 00:30:39.980 --> 00:30:41.099 a little video up in there and be like, wow, 00:30:41.119 --> 00:30:43.410 that's sick, you know. It's going on their mortgage. 00:30:43.430 --> 00:30:45.710 It's probably the price difference getting lower. 00:30:45.910 --> 00:30:47.349 The fact is you're focusing on families. They 00:30:47.349 --> 00:30:50.410 can see how you're doing that to a house. It's 00:30:50.410 --> 00:30:52.089 not about the playground. It's just that they 00:30:52.089 --> 00:30:55.910 see you've thought about a family before they 00:30:55.910 --> 00:30:59.109 came to you, which has some perceived value. 00:31:00.250 --> 00:31:02.089 And I think that's going back to the toilet paper, 00:31:03.430 --> 00:31:07.630 that nice packaging that looks pretty. That's 00:31:07.630 --> 00:31:11.720 not worth anything at all. It doesn't make your 00:31:11.720 --> 00:31:14.579 bum feel better when you're wiping it but it 00:31:14.579 --> 00:31:16.799 is perceived value that people were happy to 00:31:16.799 --> 00:31:19.099 pay for because at that moment that little add 00:31:19.099 --> 00:31:21.559 -on they're like oh that's nice. Yeah I wondered 00:31:21.559 --> 00:31:23.920 how they got to that stage and the way I think 00:31:23.920 --> 00:31:26.579 maybe the thought process might have been they 00:31:26.579 --> 00:31:28.259 think about the people that sit there and read 00:31:28.259 --> 00:31:31.299 things like the people traditionally read the 00:31:31.299 --> 00:31:35.200 newspaper or news magazines which then turned 00:31:35.200 --> 00:31:38.180 into the phones and then like everyone always 00:31:38.180 --> 00:31:39.680 laughed about the fact that if they didn't have 00:31:39.680 --> 00:31:41.059 their phone on the toilet, what are they going 00:31:41.059 --> 00:31:44.420 to read? And one of my friends was like, I read 00:31:44.420 --> 00:31:46.940 every single toilet paper wrapping. And I was 00:31:46.940 --> 00:31:49.779 like, wow, you must have had a fun time. Reader's 00:31:49.779 --> 00:31:51.359 Digest must have made a lot of money about being 00:31:51.359 --> 00:31:53.920 the toilet paper reading, you know, back in the 00:31:53.920 --> 00:31:57.200 day. But yeah, like you see, it could also be 00:31:57.200 --> 00:31:59.420 that that's the time the customers see their 00:31:59.420 --> 00:32:02.539 product. So let's think about the buying decision. 00:32:02.880 --> 00:32:05.119 They're signing up to a subscription, so they've 00:32:05.119 --> 00:32:06.599 got the process, they've got the credibility. 00:32:06.730 --> 00:32:08.029 I've got the trust, I've got all the nice stuff. 00:32:08.089 --> 00:32:09.630 But then after that, you're getting a monthly 00:32:09.630 --> 00:32:12.109 bill and some toilet paper rocks up. So if it's 00:32:12.109 --> 00:32:15.410 some boring packaging, it's just toilet paper. 00:32:15.529 --> 00:32:17.150 You've forgotten about the donations. You've 00:32:17.150 --> 00:32:18.109 forgotten everything. You get a bill and you 00:32:18.109 --> 00:32:20.069 get toilet paper. So you've lost that whole fun 00:32:20.069 --> 00:32:22.069 of the brand. So having that cool little bit 00:32:22.069 --> 00:32:24.089 on the outside, it's not essential to anything, 00:32:24.170 --> 00:32:26.150 but I was like, oh yeah, that's right. It's this 00:32:26.150 --> 00:32:29.109 company and they do this. Yeah, no, I think it's 00:32:29.109 --> 00:32:31.349 awesome. So it just adds to the whole package. 00:32:32.329 --> 00:32:34.450 Yep. Yeah, so I think the key takeaway is here 00:32:34.450 --> 00:32:37.140 is just be a bit creative. think outside the 00:32:37.140 --> 00:32:40.920 box. Yeah, there's a lot of opportunities that. 00:32:42.200 --> 00:32:45.619 Your audience will appreciate that you might 00:32:45.619 --> 00:32:50.400 think just to be really simple, but it's definitely 00:32:50.400 --> 00:32:53.259 worth at least giving it a shot. Yeah, it just 00:32:53.259 --> 00:32:54.599 goes back to every time we talk about market, 00:32:54.700 --> 00:32:56.839 but knowing who your customer is, knowing what 00:32:56.839 --> 00:33:00.079 you want to communicate, but people are people. 00:33:00.759 --> 00:33:03.200 whether they have a billion dollars or they have 00:33:03.200 --> 00:33:05.680 10, they're still a person. So what to those 00:33:05.680 --> 00:33:07.599 people? Yeah, treat them like one and talk to 00:33:07.599 --> 00:33:11.019 them like one and what can you do to make their 00:33:11.019 --> 00:33:13.720 life better? Let's think outside the box. Yeah, 00:33:13.740 --> 00:33:17.920 absolutely. Good stuff. Thank you very much for 00:33:17.920 --> 00:33:19.940 sitting and listening in or doing whatever you're 00:33:19.940 --> 00:33:22.799 doing while you're listening. We'll talk to you 00:33:22.799 --> 00:33:24.779 on the next podcast. Bye everyone. Bye bye.