The Bounce Rate Podcast

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Boo! Ah! Sorry. I’m sorry. I really feel bad about doing that, but it’s Halloween.

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Mw-ha-ha-ha-ha. Well, see, that’s what we were trying to get to earlier.

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Halloween’s one of my favorite holidays. It’s one of our favorite here at Indoor Media.

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We really gall out for Halloween.

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And so today for Bounce Rate, what we’re going to talk about is,

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well, we’re going to talk about scary movies, one of my favorite type of movies,

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but we’re going to talk about scary marketing.

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One of my least favorite marketings is when it’s scary.

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And so today we have some analogies of horror movies,

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some iconic scary movies, and what are some situations or feelings that we have

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whenever we’re trying to market that fit that?

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Well, first of all, do y’all have any favorite scary movies outside of this exercise.

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For me, my first scary, scary movies was Alien. Yeah. Oh, yeah.

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Scared. Have you watched the new one? I have, yeah.

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Worth it? Yeah, I mean, it’s okay. Romulus? Yeah. No, no, no,

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the series. Alien. Earth? Alien Earth. I love that. I love Romulus.

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Alien Romulus. Romulus is the movie, right? Yeah. Yeah.

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Yeah. I felt like it was a return to form. I like genuinely like I had flashbacks

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of watching the first Alien or Aliens and being like excited.

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It was so what I had and like Alien was a horror movie, but Aliens was an action

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horror, which was so I mean, it was.

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Yeah, yeah, that’s those are good. But nightmares.

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I love like I don’t even consider them horror, but I love like zombie stuff.

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Oh, zombies. Yeah. The Walking Dead. I mean, but it’s like it’s totally horror, but it’s.

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Yeah. it’s like horror with personal interest

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but we were talking earlier my first experience

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of horror was really thriller from Michael Jackson that’s

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such a bizarre one I don’t think of you as being that young because that came

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out I didn’t watch like I didn’t watch horror as a kid it wasn’t in my house

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did you watch Freddy Krueger Nightmare on Elm Street you know what I really

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I did but not when I was younger none of the,

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what was Jason, the camp one?

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Oh, my God. Friday the 13th. Friday the 13th. Yeah. You didn’t see any of those?

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Carrie? I feel like, wait, did Thriller or those come out?

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They’re kind of all around the same time. Yeah, that’s what I’m saying.

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So, Thriller was like my first one because I loved Michael Jackson as a kid.

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But Dancing Zombies scared you, huh? Just the way they did it.

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I’m telling you, that was my first thing where I’m like, I can’t take a shower.

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I can’t turn my back, because that was genuinely frightening. Yeah, really? Yep.

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Because, I mean, I was…

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When I was a kid, MTV was closing up. Oh, for me, it was in its prime.

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Like MTV was, you know, that’s where I watched my stuff. Yeah,

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so this would have been 90s.

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So I was just like, you know, they were showing it probably around Halloween

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or something. And I remember being like, that’s scary.

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Now, I started on horror movies early. My mom showed us the movie Invasion of

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the Body Snatchers. Oh, yeah.

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Which, you know, the old classic version of that.

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Yeah, I know. So there’s something about that that really is just like isolating

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an orphan. For those of you listening, I just did my Beth Michael,

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Donald Sutherland impression at the end. It was really good.

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Just like making a face is weird.

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I think it’s why, and we’re big fans of the 28 Time Units Later movies here on this podcast.

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I think that’s why that movie, there was a similar thing when Killian Murphy

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was walking into the thing and the two rage zombies look up at him and you’re

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like, what is going on? Oh, yeah.

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So did your parents watch horror movies? Yeah.

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Yours did? My mom did. My dad got scared. I don’t think my parents have ever seen a horror movie.

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Yeah, it’s funny. That’s one of those things like my parents and I know like

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my in-laws, it’s just not something they cared about.

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They’re like, why would anybody go see a horror movie? My wife is like,

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she’s like, I don’t want to see sci-fi, it’s fake. I’m like,

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yeah, I know. So are love stories.

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It’s all pretend.

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That’s very true. Well, I’ll kick off our little comparison conversation.

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And the one that I feel like is a good comparison to some of the horrors of

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marketing a local business is the birds. No.

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Was that yours? Yes. I was totally going to do the birds. Oh, my gosh.

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That’s fine. That’s fine. Do the birds. Do the birds. No, no,

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no. You hold on to the birds because the one.

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No, because the other. It’s so funny that you were going to do the birds.

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You were just talking about vertigo.

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Oh, is that what kind of… Well, and I was like, oh, okay, that’s fine.

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We’re going to do classics. And it’s like, oh, you know what is a classic movie is The Birds.

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Well, you know what? No, but you know what? I was already on the fence about it.

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And the one that I’m going to… Well, I need to know if you had the same way

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you’re going to… Oh, there’s no way we had the same way. Well, that’s what I’m saying.

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I will pivot because I was on the fence between that and the one I just said,

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which was Invasion of the Body Snatchers.

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So let me kind of describe for those of you that aren’t familiar with Invasion of the Body Snatchers.

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What happens is I think some kind of pod falls to Earth and it is an alien pod.

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And aliens begin to recreate thing.

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You know, they snatch bodies. They snatch bodies and they create.

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They become the body. They become the body. They create a version of the body

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that looks like it and it sounds like it, but it is not the same thing.

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And one thing for me that is,

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so I remember there, I was marketing one business and we were doing an event

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and we were trying to just get the word out on this event.

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We did paid promotions. We did meta ads.

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We did Google ads and stuff. And all the engagement was so high.

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It was like, oh, there’s so many people RSVP for this thing and all these people.

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And then when the day came for this thing to happen.

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None of these people, none of these supposed people that were real people.

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The snatchers didn’t show up. The snatchers didn’t show up.

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And it was honestly really scary because especially when you are talking with like,

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or like if you’re going through a digital agency or even through Google or Meta

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themselves, they really sell their things as saying like, hey,

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look, if you do this and just put this budget at this, you’re going to get impressions

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and you’re going to get engagement.

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And you know you’ll do it you’ll you’ll

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you put the budget behind it it feels like marketing it

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feels like it it feels like you’re going oh look at all these people

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that saw this this this ad that i made and then maybe even

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get some comments maybe you get some people tagging people but they aren’t necessarily

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real people and so you know that’s a tough lesson to learn which is how much

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value to put in metrics like impressions versus conversions to actual ticket sales and stuff.

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And so that- I would argue impressions are very valuable as long as-

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The right body snatchers aren’t the ones viewing your impression

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but that’s the problem right that’s the scariest part because sometimes

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we’ve had other situations where we market a an

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event and then tons of people come and then

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those people tell other real people and and and it’s all organic it can be hard

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to tell the difference it can be hard to tell the difference between one that’s

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genuinely going viral and one that’s going viral ish you know just because they

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need it for the So the body snatchers in this case, or bots.

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I don’t know, is that just a second?

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It’s going to make a reference to the Adam Sandler, Billy Madison movie,

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but anyway. Is that, did they talk about body snatchers in that?

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No, they just, like he’s going on and they’re having the debate at the end where

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he’s going to win the company or not.

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And he says something about economics is what he’s supposed to be talking about.

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And he says, I’m going to talk about the little lost puppy. Right. Or society.

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Oh, I see. I see. That’s pretty good. Anyway, so that is my local marketing horror.

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And that is how do you tell which impressions are real people that are going

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to come to your business and which are body snatchers?

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I think maybe we should just end it. Yeah. That was good.

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Dropping my mouth. I mean, leave on a high note. Yeah. It’s almost as if Or

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The real Roger Honestly I need to hear The birds thing though.

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So just before I forget it, because this is really important to you.

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So there is another genre, sub-genre of horror, which is like horror comedy action.

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Oh, yeah. Right? Like the Evil Dead. Love it. Army of Darkness.

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And the one that is particularly important for James is They Live.

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Oh, love They Live. Because They Live, which I thought of because of the body

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snatchers, like there’s people walking around.

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They’re aliens, but they look like humans. and if you have special sunglasses

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on, you can really see them.

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And when James and I, when I first started my business, I had this tagline and

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it’s, we’re here to build websites and chew bubblegum and we’re all out of bubblegum.

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That line came from They Live, which James did not see until 20 years later this year. Yep.

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It’s awesome. Did I come to you and be like, yeah, you’re like,

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I know where that line comes from. You stole it.

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I finally get it. No, I just thought it was just something you created in your mind. And it was. Yeah.

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As well as somebody else having created it.

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Love it. All right, Derek. Here’s the birds. All right? Yeah.

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This is how I’m going to do it.

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Alfred Hitchcock, everybody knows the plot, right? The birds are the bad guys.

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They come attack. They flock around you and so forth.

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And the reason I think the birds is so much like marketing is because marketing

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is like getting pecked to death by ducks.

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It’s just- I can attest. every little, every duck that comes out,

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you’re like, oh, I’m going to try digital. I’m going to try Facebook.

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I’m going to try it. I’m going to try it and try. And you try these little and

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each little thing. And it’s just a little peck, peck, peck, peck.

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One little peck, not a big deal, but it’s just peck, peck, peck.

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And people get into a death spiral of marketing where they jump from channel to channel to channel.

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They don’t revise. They don’t figure out what’s going on.

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And you just end up in this horrific bird attack of little tiny death by a thousand

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cuts, you know, just little tiny things over and over and over again.

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And then you get to the point where one of our reps comes up because it never

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occurred to you that unconventional print was the way to go.

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And you’re like, advertising doesn’t work.

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Well, it hasn’t worked for you. I’m going to add on to that really quick.

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And that is also like one of the

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really scary things about birds is why do they hate us all of a sudden?

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Like they were cool just a second ago and now they’re mad.

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And like that’s another element of that where a medium that you trusted and you said, you know what?

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We can reliably generate 10 leads a month from this email campaign.

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Suddenly you can’t trust it anymore. Suddenly it changes. And suddenly,

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you’ve never used advertising your whole life, right?

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Suddenly, you’re like, oh, advertising doesn’t work. You can’t do it.

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And I’m like, oh, where’d you get that buy one, get one donut?

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Was your car, did they like you just mystically appeared with a Buick?

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No, you were advertised to.

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Yeah. I thought it was a good one. Yeah. So, all right, moving on.

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I’m going to talk about Smile. It’s a little bit, oh, first before that,

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I do think about the birds almost every day because the grocery store near my

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house, like there’s so many birds.

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Oh, and like in fall in Houston, we get that migration of those black birds.

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They’re just, yes. They’re just like the ones from Howard Hitchcock.

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Oh my gosh. Like it’s an absurd amount of birds.

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I think we’re actually, come to think of it, we’re generally safe because birds

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have a partnership with grocery stores and we also have a relationship with grocery stores.

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Good point. So. Yeah. So, so, you know, the friend of my friend.

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It’s my friend we’re all friends so smile i feel bad

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doing this one because it’s a newer movie those which you

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guys are i don’t want to ruin it for somebody but basically in

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smile basically a person like does this

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creepy smile at you and then they kill themselves it’s a demon it’s a demon

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and smile yeah through the person yes right and and if you see it you’re infected

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right you get infected and then it’s a cycle right because then you you get

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infected you go through this whole process in it and then you’re going to go

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kill yourself in front of somebody and it’s.

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That demon is a bad review, right? Like it’s that bad reviews out there.

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Guess what? Your customers are seeing it or potential customers are seeing it

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and it’s an effect in them, right?

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So yes, we’re all going to get some bad reviews. Do what you can to stop the

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chain. You know what I mean?

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Stop the cycle. Put a good response on there. You know, reach out to the customer,

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see if you can get it removed.

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Can’t always happen, but yeah. It’s true. It’s a mental thing.

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If someone, you know, has looked and there’s 10 negative reviews in a row,

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they’re going to have a negative headspace going in.

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And the funny thing is there’s been situations where I have been so pleasantly

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surprised because I’m like, oh, well, I see six negative reviews very soon and I’m not sure.

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And then I go in and it’s fine. And it’s like, oh, well, we,

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you know, just culturally had this moment where all of a sudden this negativity

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is spreading. And that’s why the demon was in him.

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Well, and how, and how many movies have we done where the person.

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Like the person shows up and saves the child.

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And then that child saves somebody. And then that person, right.

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We don’t have that movie at all. Pay it forward.

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Yeah. Yeah. We don’t have that movie in any way. Like, I cannot think of because we like violence.

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And just like we like, we love a good negative review way more than,

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we distrust a five star, but a one star, we’re like, oh yeah,

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they got screwed. What’s funny, because it does take.

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Four one star reviews to offset one about

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one star review is that the right math five stars you

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got to get uh three five stars three five

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stars to offset one to offset one to end up at a four right yeah so it’s like

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yeah like you see three good reviews and you’re like okay but that one bad review

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is equal you know i don’t know i don’t know now yeah yeah yeah you got to be

00:15:18.107 –> 00:15:21.287
discerning You got to make sure that you don’t encounter a smiling demon.

00:15:21.567 –> 00:15:24.327
Just a general, I think that’s a general rule of thumb.

00:15:24.727 –> 00:15:28.827
And, you know, we have a free tool called Review Kit. Anybody can use to help,

00:15:28.827 –> 00:15:32.207
you know, take control of their online reputation and their reviews.

00:15:32.547 –> 00:15:36.227
Totally free. It’s just, it’s a little speed bump, right?

00:15:36.467 –> 00:15:40.767
You provide them the link, the QR code to get to the review.

00:15:40.927 –> 00:15:44.947
And if they do decide to leave a bad review, it’s first going to prompt them

00:15:44.947 –> 00:15:50.267
to give you feedback about it. and then eventually they’d have to take extra steps to get there.

00:15:50.467 –> 00:15:53.367
So it really slows it down. And it’s really good to know.

00:15:53.827 –> 00:15:57.087
Yeah, and it’s not really, we’re not purposely doing it. You want to just,

00:15:57.247 –> 00:16:00.427
it’s like all criticism. You want to keep the criticism private, right?

00:16:01.727 –> 00:16:10.007
So if we were to do what you recommend for the reviews, what does the smile turn into?

00:16:10.387 –> 00:16:14.107
It turns into a short because the first person dies and then you just don’t do it.

00:16:14.247 –> 00:16:18.607
Yeah, you’re right. It’s just, yeah, which is a very popular medium right now

00:16:18.607 –> 00:16:20.847
is shorts and TikTok. I mean, you can make a TikTok.

00:16:21.087 –> 00:16:26.027
It could be a 47 second movie of this person smiles, dies, and you say,

00:16:26.127 –> 00:16:28.307
yeah, I’m not going to do that. Yeah. I’m not passing this on.

00:16:28.467 –> 00:16:34.787
How does Sky Riley, the main character of Smile, how does she try to break the cycle?

00:16:34.827 –> 00:16:37.467
When you say she’s the main, because I saw the movie, but when you say the main

00:16:37.467 –> 00:16:40.087
character, she’s not the, oh, wait, no, I’m thinking of a different movie.

00:16:40.227 –> 00:16:44.107
Okay. She’s the one that has to deal with all the. She’s the singer. Yeah.

00:16:44.674 –> 00:16:48.854
Yeah, but she- Are we talking about Smile 2 or Smile Smile? Smile, the original.

00:16:49.194 –> 00:16:52.174
Oh, I’m talking about Smile 2 because that’s the one that just came out.

00:16:52.394 –> 00:16:55.814
Right. But I mean, Smile’s still relatively last year. Smile is,

00:16:55.954 –> 00:16:58.754
all right, and she’s the therapist, right? Yes. Yes. Yeah, there we go.

00:16:58.834 –> 00:17:00.374
That’s what I seen. Yeah, okay.

00:17:00.994 –> 00:17:04.814
Well, oh, and she doesn’t break. I mean, she can’t break it.

00:17:05.054 –> 00:17:09.014
No. No. She didn’t get out. She goes on to infect somebody else.

00:17:09.214 –> 00:17:10.914
That’s true. She tries really hard.

00:17:11.174 –> 00:17:15.254
Yeah. It doesn’t happen. It doesn’t happen. Well, then y’all need to watch Smile

00:17:15.254 –> 00:17:17.834
2 because I think Smile 2 is great. I haven’t seen Smile 2, so.

00:17:18.834 –> 00:17:27.254
So in about two months, we’re going to be releasing the Christmas movie of marketing.

00:17:27.754 –> 00:17:30.174
Yeah. Yeah. The Christmas marketing.

00:17:30.934 –> 00:17:34.674
And then a month after that, the romantic comedy marketing. Yeah.

00:17:34.774 –> 00:17:39.834
What’s funny is, like, I mean, when we said Halloween in a movie, it took me a while.

00:17:40.594 –> 00:17:43.394
Christmas, bam, popped right in my head. You know what I mean?

00:17:43.514 –> 00:17:46.754
Like, so does that mean I’m a Christmas holiday person? Yeah,

00:17:46.774 –> 00:17:48.334
it means you’re a Christmas head. Yeah.

00:17:48.694 –> 00:17:51.954
So I didn’t know this. I discovered something today about myself.

00:17:52.214 –> 00:17:55.154
Have you started decorating? No. Do you decorate? A little bit.

00:17:55.634 –> 00:18:01.674
Is that like- No, I mean, literally, we don’t go- We’re like the average decorators. We don’t go over the top.

00:18:01.854 –> 00:18:06.094
What is the official first day you can put up Christmas decorations?

00:18:06.414 –> 00:18:07.414
I say after Thanksgiving.

00:18:08.374 –> 00:18:12.634
Christmas? I say December 1st. Yeah, I agree. after Thanksgiving.

00:18:13.274 –> 00:18:17.034
That’s the official. That’s the, because that’s when you have time off.

00:18:17.354 –> 00:18:19.674
Exactly. You got some time off. Yeah. And,

00:18:20.368 –> 00:18:24.708
You did your Thanksgiving things. Now it’s time to move on. I can live with December 1st.

00:18:24.808 –> 00:18:30.688
I am perfectly happy shortening it a little bit, but no earlier than Thanksgiving.

00:18:30.928 –> 00:18:33.248
Oh yeah. We already have people doing it now in my neighborhood.

00:18:33.488 –> 00:18:37.848
I think Thanksgiving is the most underrated holiday.

00:18:38.068 –> 00:18:39.708
Well, there’s no song. That’s the problem.

00:18:39.948 –> 00:18:46.228
And I’m going to fix that. Please stay tuned for when November rolls around

00:18:46.228 –> 00:18:52.408
for my Thanksgiving song. So to recap, number one, invasion of the body snatchers.

00:18:52.588 –> 00:19:01.888
Make sure that you have a healthy dose of skepticism of your digital metrics.

00:19:02.748 –> 00:19:07.568
Sometimes it’s a slam dunk, and sometimes you might be looking at bots.

00:19:07.768 –> 00:19:11.848
We always have to be vigilant. That doesn’t mean that we stop entirely.

00:19:11.848 –> 00:19:14.168
It means that we have to be smart.

00:19:14.328 –> 00:19:19.908
We have to look around at what’s working and what isn’t, and we have to follow our instincts.

00:19:21.322 –> 00:19:25.862
Tying right, dovetailing right into that. And I say dovetailing because it’s tying into the birds.

00:19:27.642 –> 00:19:32.882
You don’t spread too thin. Marketing shouldn’t be a shotgun approach where you’re

00:19:32.882 –> 00:19:35.562
just throwing everything up there and see what sticks to the wall.

00:19:36.082 –> 00:19:39.902
Refine your channels because any one channel isn’t going to be that dangerous.

00:19:39.902 –> 00:19:43.722
But if you spread yourself too thin and all of those channels,

00:19:43.902 –> 00:19:46.902
you’re trying to do everything at once, you’re not going to do any of them well,

00:19:46.902 –> 00:19:48.562
and they’re going to peck you to death.

00:19:48.922 –> 00:19:53.522
I love that. And I would see that all the time when we had the agency,

00:19:53.722 –> 00:19:55.202
just everybody wants to do everything.

00:19:55.802 –> 00:19:59.622
No, do something good. Once you’ve got it good, move on to something else,

00:19:59.742 –> 00:20:01.422
you know, because it takes time and energy.

00:20:01.542 –> 00:20:04.022
And have that thing pay for the next thing. A hundred percent.

00:20:04.782 –> 00:20:08.762
And then, yeah, so, you know, you’re going to get a bad review over there.

00:20:08.922 –> 00:20:13.542
Do everything you can, like use things like Review Kit to help keep that criticism private.

00:20:13.682 –> 00:20:17.982
But if you get that bad review, comment on it, Make sure that people are aware,

00:20:18.442 –> 00:20:21.482
you know, explain the situation or even try to reach out to the people and get

00:20:21.482 –> 00:20:24.382
them to change it. But you got to make a reference to smile.

00:20:24.782 –> 00:20:28.702
Yeah. Because the bad reviews like the demon smile. There you go.

00:20:28.802 –> 00:20:30.902
It enters your body. It’s an evil, an evil smile.

00:20:31.282 –> 00:20:35.582
The evil. Bad reviews have demons behind them. That’s right.

00:20:36.242 –> 00:20:39.042
Don’t get infected. Don’t get infected. Don’t let your customers get infected.

00:20:39.062 –> 00:20:41.782
That’s right. Don’t pass on the virus. Wear a mask.

00:20:42.102 –> 00:20:47.342
Don’t pass it on. So if the bad review people are the demons and smiles,

00:20:47.602 –> 00:20:49.162
you need to be the exorcist.

00:20:49.782 –> 00:20:56.162
Exactly. Get it out of here. Folks, you wear a lot of hats. Put on your exorcism hat.

00:20:56.502 –> 00:21:02.722
Get that negativity out and start growing your local business. This is the time.

00:21:02.962 –> 00:21:05.662
Get out there. Do it. Any final thoughts?

00:21:06.595 –> 00:21:10.035
I don’t know. Have fun at Halloween. Yeah. You know, that, that good energy,

00:21:10.035 –> 00:21:13.375
if you have with your team, it, it will, it will infect your customers.

00:21:13.535 –> 00:21:14.815
Don’t let the demon infect them.

00:21:14.915 –> 00:21:18.735
Let that positive energy and excitement affect them. Be somebody else.

00:21:19.575 –> 00:21:24.295
Yeah. Try it. Try it. Try it. That took me for a second. I was like,

00:21:24.395 –> 00:21:26.435
what? Oh yes. It’s Halloween.