The Higher Ed Marketer
The Higher Ed Marketer

Episode · 2 months ago

Video Messages for Engagement w/ Gen Z Students & Families


We all have an internet connection with several high quality cameras within arm’s reach. The only thing keeping us from sending video communications is our human vulnerability.

Sending a personalized video message is a way to become more human and more real to the people we are trying to impact and serve. It creates a human-to-human connection far faster and stronger than the substandard, emotionally impoverished communication channels we’ve been relying on in higher ed.

In this episode, we speak with Ethan Beute , Chief Evangelist at BombBomb , about how higher ed can effectively use video to humanize and better engage with its target audiences.

Ethan chats with us about:

The philosophy behind why video communication strengthens human connection

Creating personalized videos and evergreen videos for broader audiences

Opportunities in higher ed to incorporate video messages

How video messages can bring tears to people’s eyes

Check out this related episode:

Episode 5 w/ Kristi Lafree at Butler 

To hear more interviews like this one, subscribe to Higher Ed Marketer on Apple Podcasts , Spotify , or your preferred podcast platform. 

Listening on a desktop & can’t see the links? Just search for Higher Ed Marketer in your favorite podcast player.

You were listening to the Higher EdMarketer, a podcast geared towards marketing professionals in highereducation. This show will tackle all sorts of questions related to studentrecruitment, donut relations, marketing, trans new technologies and so much more.If you are looking for conversation centered around where the industry isgoing, this podcast is for to you, let's get into the show, welcome to the Higher Ad Marketingpodcast. My name is troy singer, along with my cos bar Cayler, where everyweek we interview higher red marketers that we admire for the benefit andhopefully the betterment of the higher rate community. This week we areinterviewing someone that both Bardon- I are friend swith fans of, andcustomers of, it's Ethie. He is with a company called Bom Bom Bart. What canyou say about Bomba? Well, I have been a customer of Bob for three years andprobably a fan boy of Babam. Since then, I had someone send me a a video thatcame in my email box, one time and it was just a little animate thumbnail andthey had their my name written on a note pad encouraging me to watch thevideo, and I just blew me away that somebody took the time to actuallyrecord a personal video for me and, and that was the way they werecommunicating with me. And so I looked it up immediately and realized. Thebombon was a tool that was very easy to use and it was very affordable. So Isigned up for it that day and I'm as I've learned from eath and I'm combingup on a thousand videos, but before you kind of tune out and think Oh, this isjust a piece of you know a podcast about a product or about a servicewhile while Bom Bom is software as a service, and I it's a very powerfultool that I think a lot of schools could use. And but I think that what isreally important is that what what Ethan talks about is a lot more abouthow we, as marketer, can humanize and just lean into the natural tendenciesthat we have for for really being able to communicate. Well through all themeans that we have facial. You know just the way that we carry ourselvesand video does that much better than than an email does, and so you makesure that you listen to the podcast and Eton really goes through and talksabout the importance of re humanizing things and kind of moving beyond thetechnology and using our humanness in the way that we communicate and market.And I think that I think we all would agree that everybody talks about boy.If I can get the family on campus, we can. We can really make sure that theycome well. This is a way to kind of you now do that same familiarity that sametrust level. In a way, that's that's very similar to that and if you're, ifyou know Ethan from the Internet, he is very engaging. He is very passionateabout communicating in a very human way andhe communicates in the way that you not only listen to, but you feel- and Ithink, if you listen to this interview and its entirety, you'll know exactlywhat I mean. So here is ethen, but of Bomba, hello, troy, hello, Bart. Thank you somuch for having the privilege to be here and I m excited for theconversation. It is our pleasure and before we get into what Bombo is, couldyou tell us a little bit about yourself? I am a parent who is now sending a kidto his first year of College, so I've listened to a couple of your episodesand I can really relate to the process that we went through between parent andstudent. The way we came together on the experience where a diverge and allof that, so that's been a fun exciting thing in our life over the past coupleof years, as we've prepared for what I think is the most bitter sweet momentin my life personally, truly both sides of that and we're excited for me'sheaded your way, Bart to Butler University, a vinals- and I have beenhere at bombum for a decade if you're curious about my title, I'm essentiallyan a learner practitioner, educator of...

...the philosophy and practice of beingmore personal and human in your digital communication. It's something that I'veevolved into by being the first only marketer for a couple of years here.Prior to that, I built a career in local television, so I ran marketingteams inside like your local, ABC, NBC or Fox affiliate. I did that in grandrapids Michigan in Chicago and out here in Colorado, springs where I am now.Thank you Ethan, and you kind of tease this a little bit about Bombon, but goahead and tell everyone what bom bom is and what bom Bam does every single dayyou're entrusting your most important and valuable messages to a form ofcommunication that doesn't differentiate. You and your schooldoesn't build trust in rapport, quite as well as you do in person and,frankly, just at a very fundamental level doesn't communicate nearly aswell as you do when you just look someone in the eye and talk to them,and so when we think about all of the faceless typed out text that we'rerelying on every day to get our job done. It immediately becomes clear thatthere are moments throughout your day and throughout your week, whetheryou're communicating with a team member, a potential team member, a parent, astudent. Anyone in your network who you rely on to be successful, that thereare moments throughout your day and throughout your week, where using avideo instead of what would otherwise be two or three or four paragraphs oftax is going to save you time. It's going to be more meaningful to theother person, it's going to explain it more clearly, and so we've created aset of tools that make it easy to record and an videos almost as easy asit is just to go to the keyboard in a lot of cases easier and faster than itis to go to the keyboard, and so you can record in some of these lightweight, video messages and Gmail and outlook and sales force from Googlechrome with our android and iphone APPs and a variety of other locations. Andagain the idea is it's a little more personal, it's a little more human.It's a little more complete. We track the results, so you know who's, openingyour emails and playing your videos and how much they're watching so you knowkind of when to follow up and that type of thing you can also send massy mailsas well, but where I think most people find the most value on the receivingend and on the sending end, is in that truly personal moment for one person ortwo people or three people. Thank you, Ethan, and that was very well said andwell captured. I must say in full disclosure both Bardon. I are users andprobably volunteer evangelist of Bom Bom, and one of the reasons why wewanted to have you on and share with our listeners and bar. I'm sure youagree that Bombon is an essential part of both of our communication throughoutthe day. Yeah. That's that's exactly right. I've been a fan boy bombum for Ithink gave in you, and I figured out about three years. The other day whenwe were doing the pre interview, and so, as Eton pointed out, I'm coming up on athousand videos which I'm excited about. So I think, as we kind of get into theconversation at an I kind of want to just you know, you talked a little bitabout it, but let's kind of tease it out a little bit more about thisoverall benefit that video provides in communications. I mean you know: We'vegot a we've got the idea that okay, you know all these students and perspectivestudents, whether they're, traditional or adult, or even parents, to degree. Ithink that you kind of have made a point about how video can representourselves and ultimately, our school in a different way. Tell us a little bitmore about that and then what's your philosophy behind that yeah I mean whenwe look at let's just focus exclusively on digital virtual and onlinecommunication. If we, if we're honest with ourselves- and we look at thathierarchy- actually, let's take it all the way wide. When we look at thehierarchy of all the ways we connect and communicate with people, I thinkwe'll all agree that in person is best if we could sit down across the tablefrom somebody or side by side with somebody. That is where we connect andcommunicate best, and that's because humans have been doing that, forMillennia were optimized for that there's so much expression and meaningand intent, and motivation and sincerity that's expressed through ourfaces. Naturally, we don't even have to try to do it and other people naturallyread that from us automatically, without even trying to do it. Humanfacial expression of emotion is both...

...universal and an at it's universal andthat we all do it the same way, and this is there's a lot of research onthis included some of it in our first book that across societies acrosscultures across time, we all express our emotions the same way through ourfaces. In addition, it's innate, we all do it the same way from birth. So youknow that we rely on some some research that talks about the way that babiesrespond to their parents faces and what parts of their brain are active therelike higher levels of the brain that aren't typically activated for anyother purpose until much later in their development, and so we know that interms of conjuction faces matter a lot and yet, when you look at so much ofwhat we do, it's faceless, especially digitally and virtually, but in otherways as well, and so one simple way to think about this is we'll go to thehandwritten note. Votes of both a personal, video and handwritten noteare wonderful things to do every single one of us, you're listening to thispodcast or if you're us and you get to guest your host off in this podcast,you are in a privileged situation. You should be appreciative of thatopportunity every single day, and none of us does this alone, and so every oneof us every day has at least a couple of people that we could reach out toand express some token of gratitude for something they've done recently or justfor what they who they are or for what they did for a few years ago, becausewe remember the story and the moment in the feeling that we had so, let's allaccept that, and so we could hand write that and that's a nice thing to do, orwe could send a personal video both of them do the same thing. In this waythey both communicate the message they both have some of our personality. Interms of in the written note, it's in our handwriting, it's unique Bart, youand I could write the exact same words on a piece of paper and it would feeldifferent reading it off the paper. So that's cool to the simple fact: Whensomeone receives it, they say: Oh Gosh, you did this just for me, so there's nomistaking the time and attention you devoted to that person, and so much ofthatt gratitude is simply in the act, not even just in the words, but whenyou do it in a video and you do it with your face and your voice and your bodyand your whole self there's something I don't mean to sound to like woo or softon this, but there's something about breathing the words into real life,even though it's going to be given to the other person in a digital format.There's something about communicating this with your whole self. That is evenmore fulfilling for you and cannot be mistaken on the other end. So that'sall a long way around the idea that no matter what you're trying tocommunicate whether it's excitement joy concern, you're lighting, a fire undersomebody, because they need to get moving on something it's correctivebehavior corrective action that you're trying to drive as a manager or aparent or a leader. All of these things there's so much subtlety and nuance:That's lost when we rely when we restrict ourselves to the forms ofcommunication that are round so we all have an Internet connection. We allhave high quality cameras attached to them, whether it's our phone or alaptop or our tablet. There is no reason except human vulnerability,which we might get into that we that were not setting more videos more oftenin place of sub standard, emotionally impoverishedcommunication channels. That's great! I really appreciate that, and I thinkthat I think that's so true, and one thing I wanted to just kind of pointout to our audience is the fact that I mean every school. I've ever talked to,they always say well. If we can get the family on campus, we can sell them. Butthe whole point to your point is that it's that fact that they are able tocommunicate in the way that we're designed to communicate. Would youagree? Yes, every sales person says that to have, but we have by the way wehave all kinds of customers about. Seventy sand customers all over theworld, mostly in the United States and Canada, but they come from allbackgrounds, including a lot of folks that are in universities and schools, actually atall levels, and a lot of a lot of them are really traditional sales people aswell in a variety of industries, and I, if I could only get in front of them ifI could only get in the room right if I could certainly get the meeting- andthis is this- can be the meeting before...

...the meeting. This can accelerate thewarmth and the depth that you're at the minute. The meeting starts, whetherit's an in person or virtual meaning. We hear that all the time to peoplefeel like they know me before they meet me. It's a great way to follow up afterthe meeting. It's you in person recorded at your convenience and peopleexperience you in person at their convenience and so yeah there's a lotthere, and I do agree with what you said Yeah and I- and I think you justtouched on something there- that it builds a sense of familiarity. I meanthat that, and I know you've got all kind of a philosophy around that justyou know, and I'm guessing that that familiarity you've talked a lot aboutit already. So I don't want to kind of keep keep beating that that drum, butthe idea that we are known more so than what we produce. So I mean the ideathat we're just writing an email or just writing something. You know apiece of digital content, it's that familiarity, whether it's the finertyof a hand in the handwritten note, like you mentioned before, or the choice ofwords or even to the point of a video. I think that's so so cool that that youcan do that. So I guess there's different ways of using video and I'velearned a lot in my three years of you know watching and learning myself, butalso kind of getting some good tips and tricks from from the folks of Bom, Bomand and seeing that there's a lot of different ways of using videos. Somaybe tell us at bit about that, because I mean you mentioned earlierthat you know it's certainly a personal way that can be done sometimes quickerthan typing. But then it's also maybe there's an evergreen perspective of ittoo, for kind of a larger sense of tell us something about that sure, and firstthank you for that question because I want it reminds me to step back for amoment, so that people are perfectly clear, because all three of us areperfectly clear make sure the listeners are too we're. Not Talking about that.Not necessarily you can take these videos and put them in Bombola cinemato we're not talking about lights and scripts and editing and drones andgreen screens and production. We're not talking about videos for yourhome, page or videos to like load up your instagram or feed, or your youtubechannel or anything any of those videos are appropriate to add to this channelof email or direct messaging social message, and you can do that too. Butwhat were primarily talking about his casual conversational web camera, smartfoam, videos again the point of comparison: Isn't a television,commercial or a film trailer. It's a is this better than what would otherwisebe two or three Perera of text, so yeah. So a lot of what I do. I mean you, no,you don't get to a thousand videos Bart, as you are on the door doorstep of ifyou haven't crossed into that door already or twelve hsan videos plus likeI've, sent unless you're sending truly personal videos, and that is a superpowerful way to do it, and so, as you're getting potential students andfamilies really close to that process. You in th they're in the selectionphase and you're up against one or two or three other opportunities, and youreally want to win that out. That's a great spot to be truly personal withthose folks. You might even find some of those spots further up stream ofthat moment as well and the earlier you can do it the better, but there's hisbalance between efficiency and effectiveness that we all wrestle withevery single day. You know the most the best thing we could do all the time tobe truly personal and all of our touches all this time. We just can't dothat. It's not practical! So to your question, you can record a video oncein bamboo upload, a video in de Vamba or any other platform by the way whohave a number of competitors and use that video over and over and over again,for example, frequently asked questions Great Foundation for any marketingGreat Foundation for a blog series, great foundation for some of your coreweb pages, great foundation for a video series, great foundation for a anevergreen video that you record once it's in your bomb, Om Account, or maybeit's tied to a sequence of emails, that's going to go out once thatsequence gets triggered, and it's based on questions that most parents have atthis moment in their relationship with you or that most potential studentshave at this moment in their relationship with you or even new teammembers on your team. How are you on boarding them? You could use recordedvideos casual ones to help the answer.

The pray now the you're at this pointor relationship with us. You might be wondering this that and the other thingperfectly common questions. I want to address two of those right here in thisvideo right and so don't restrict your mind set about video to again like aproduced video that requires a lot of time and a lot of budget. Simple videosare obviously standard now on all the social networks, especially with livesand things that don't have a lot of production, even though some of thesoftware allows you to put up titles and graphics and transition betweenthings. That's all fine too, but this simple style, if you are servingsomebody if you're answering their question, if you're meeting their need,if you're expressing your gratitude, if you're getting ahead of a problem, ifyou're doing any of these things in the spirit of service production values,don't matter the key thing. Is that can they hear you, and can they see you ifthey can hear you clearly in your microphones, not cutting out and ifthey can see you're basically well lit, then it's good enough, because it's allabout that human human to human connection? When we're talking aboutthis style of video and I have found you know, a tip that has been sovaluable for me- is just the idea of because the way Babam records when itwhen it does its magic, it puts an animated gift, the first five secondsinto the email itself, and then you click on that to get to a landing pagethat you watch the video. But what I have found is that if I do a tip likewrite, somebody's name down on a piece of paper- or you know, show it on thephone or something you know that helps them get theattention in that first: Five. Second, animated gift that Oh they made thatfor me, you know- and it goes back to what you said earlier, especially ifyou're using the personal videos they made. That for me, and just a funnyside note today, I had somebody I use Bombombay when I have no request forinformation or somebody downloads, an e book and many times, people will notgive their real name when they, when they do that they'll put their emailaddress, but not their real name. So today I received a request from JohnSena, and so you know rather than yeah, and so I thought you know, how am Igoing to get this person's attention through this personal video that I wantto send them and tell them here some of dition resources. So I actually justfound a picture of John Sina on my phone and just held it up, as I wasrecording the first five seconds, and so it was a funny way to get theirattention. But I think that that's that's the point is that we're reallytrying to build that similiarity? They could know in the first five secondsthat I had a sense of humor and then I wasn't trying to make a hard sell ofthem, and so I think that's so important, and I think that, like yousaid the familiarity, the different ways of using the video. It's reallythe fact in what we're learning in a lot of our different ways ofcommunicating is that people want to be known and they and they they wantothers to know them, especially. You know the generations ze that we'redoing for traditional Undergrad and I know in our pre interview, even youwere talking a little bit about your son's journey into higher education andhow he actually leveraged Bombon in the way that he was communicating with theschool yeah we sent. You know I side by side with the monicas he's stillwarming up to the idea, but we definitely sent a couple of personalvideos in response to things and it's you know, there's both sides to this.You know at some level, especially for selective programs. You know you wantto put your best face, Ward, you know and it likewise the school wants to dothe same for the parents and the potential students, but you know I know that for him and foranyone who works with young people. This is a valuable skill that willbecome increasingly valuable as we move forward into the future and I'll tellyou what the skills are highly highly transferable. I had never done awebinars. I never done a stage presentation, I never done any of thisstuff, but that that I was called to do it in the context of my work as I waslearning to be a comfortable speaking extemporaneously into a camera whenthere's no one in this case, you guys are on my screen at least, but you knowoften times you're doing it in in an office by yourself, and it can be aninteresting awkward, challenging thing. But I'll tell you what, when you getcomfortable doing it, I e you're...

...stronger in a live presence in ameeting with your peers or with potential customers or anybody else.You are more comfortable in speaking in any scenario, whether it's a publicspeaking in an intimate group or a large group on a webinars et Cetera,like these are very, very valuable life skills and what it's really about isbeing comfortable in your own skin and being confident in who you are beingconfident in the message that you're carrying and until you practice it.That's the cool thing about this. It's a light way easy practice for thesethings that are so valuable throughout your life. I would also say, as you getinto the process of Gosh, how can I make sure people are going to playthese videos Bart you're, talking about some of the things that you do to showin that little animated preview that this video is for them or about themirrelevant to them even that process that mindset process of? What's in itfor the other person? Why would she play this video? Why would he play thisvideo? Why would they open this email? The more we do that, on a repetitivebasis, the stronger we get about a being more human centric in ourapproach to all the work that we do, but then be into getting more and moreeffective with this specific practice and so ther's just layers and layers ofbenefits to making this part of how you operate those by the way that thebenefits are also part of what makes it challenging again. Most people fearjudgment and rejection. This is a very deep human thing. If you were judgedand rejected a thousand years ago, you would die on the beach or in the desertor on the mountain side or alongside the forest or wherever you and yourtribe existed at the time. You would die there if the group rejected you andthat's still with us today and so people- that's why I say comfortable inyour own body, comfortable in your own skin, confident in your message,confident if, at least in your sincerity right all of us are sellingall the time I think most of us hopefully are in rolls where we areproud of the work that we do. We're proud of our organization, we love ourcustomers, who, whatever that looks like we love our clients, we obviouslyneed and want, or of them, were coming in a spirit of sincerity and service.If these things, if anything, I just said, is true of you and the work thatyou do with the university that you're in there's nothing better that youcould do than put this on camera for people, because there's no faking thesethings there's no better way to capture it, except for being in the same roomwith people which again doesn't really scale the same way. Sitting down andreporting ten videos in half an hour does try. I know you had some otherthoughts yeah. I think that Ethan is going a excellent job of building thevalue and the reason why we should consider using video in our outreach,but if we could talk about how we would relate to hire it specifically andmaybe in the ROMIC process, I'm not sure, even if you have experience orany ideas of how this can be incorporated by admissions orenrollment as they are going out and trying to attract students to come totheir school right. So I know that both of you do excellent work and helpingpeople do multi channel or I don't know if you call Omni Channel now, that'spretty popular campaigns and and collect and manage data effectively,and so what I would challenge people to do is to think about. Where are themoments of friction? Where are the moments of confusion when you look atkind of the cascading conversion rates from you know, we're going to startwith this list of fifty and and x percent are going to take the next step.Why percent are going to take the next step? Ze percent are going to take thenext step. If you look at all of the steps along the process, you cancertainly find moments where there's some fall off or there's some confusion,there's some degree of friction. These are all great spots to add video and itcould be an evergreen video, as we already described, especially thefarther up. You are, and the more just the sheer volume alone just isn'tpractical to send ten housen personal videos to that twenty percent thatresponded to that. You know to that...

...broad based campaign. However, you might also know, throughdata that some slice of that I'm just going to get stick with this number,ten thousand, that some thin slice of that ten thousand is highly highlydesirable because, yes, yes, five out of five four out of five. Yes, no, no,like you, whatever list you build is like is this: Is this a matches is amatches. Whatever your ideal customer is ideal student. Is You might find that even at that levelthat the there's some ways to get at it, where you might actually get personalthere? Certainly, as you move forward as people raise their hand and apt intomeetings and virtual events and Webinars, and someof this net kind of now, you're curating it closer and closer andyou're, demonstrating with their behavior more and more interest,certainly event confirmations virtual event or,in person event confirmations great for an ever green or even a truly personalvideo. The follow up afterward, especially again, if you know thatthey've they've jumped through all these hurdles and they attended thislive event and they fit three of our ideal student profile. Markers followup after that weapon are if someone asks really smart questions orvolunteers and becomes an example in this live event. That's a benefit toyou in the you know, sixty or eighty or six hundred or eight hundred otherfamilies on the call certainly acknowledge that appreciate that thekinds of people that are stepping forward with their behavior steppingforward with confidence stepping forward in a way that's helpful toother people. These are the kinds of moments were like: Okay, I've got andwhat I do by the way. I don't do this work directly, but I keep a list and it's I keep it on anote pad. It's with me next to me all the time I do. I write down a number ofthings, but when I hear a team members name where, when I a customers comes to mind where I see acustomer on social or so or a team member like I just write people's namesdown and you might do the same thing and whatever context it is, or you write reports in your cm thatthat checks all these boxes fit these criteria. Yes, no, yes, no, five out offive four out of five, whatever like things they said before and that's thisis curated filtered list knock through those. You know like createopportunities for yourself and then time block fifteen or thirty minutesand just send personal videos. I promise, when you pick these spots,where you want to increase that rate of people moving to the next step, or youwant to honor people who have jumped through some of those hurdles jumpedover some of those hurdles that that it will be a very rewardingexperience for you and your results and for the people that are now becomingmembers of your community for the long term. I love that. I love the idea ofbeing proactive because I think that sometimes I witness in a lot ofadmissions offices and granted. There are younger professionals that are thatare typically your admissions counselors there in one or two yearsout of school and and many times there they're maybe need a little bit more trainingbut being proactive rather than just saying. Okay, I'm supposed to send thiscall- or I'm supposed to do this today- really kind of thinking through that. Ithink it's a really wise thing that you've said there either and I've seenthat some of the schools that I have been working with that are that areusing bom, Bom and tools like it. I think those are the ones that arefinding the most success are the ones that are actually using it in Iproactive way- and you know matter of fact, one of the one of the schools wework with. They did an evergreen video and during during commencement they actuallyfilmed the president and he was walking the path in the convincement, and hesimply said you know hello, I'm you know so and so from such and suchschool and we're walking into our seventy fifth anniversary ofcommencement and I'd love to see you here in four years. You know and they use that thatevergreen video in their in their outreach campaign the next year, and soI think, there's a lot of very creative ways to do it. I've encouraged someschools to you know we have your admissions counselor to do it, and I,and if you write those names down of...

...this certain kinds of people, maybe oneof the professors that they've met sends a bombon video or maybe thepresident sons of Bombon video, depending on the size of your school.So there's a lot of ways I mean, especially if you're, if you're aparent, all of a sudden, it's like wow, the president of the school, sent anvideo to my to my son or daughter. I would I would stop and take notice ofthat. So I think there's a lot of ways that bomb on can really be used wellfor for enrollment, one quick note there for you. It reminds me I listento the episode with Christie, La Fri of Butler, and you all were talking withher about sending Butler blue their live mask out of one bull dog out topresent admissions letters to acceptance, letters to students we'veseen. I M thinking of a case study in particular that we did with a verylarge university and it was their law school in particular, but a number oftheir programs use it and they're sending up personal videos asacceptance. Letters, and these are things you can't quantify. I know we'retalking about numbers before increasing the conversion rates and that all addsup and it's super important, but the nature of the replies that they get. Oh,my gosh. This is so wonderful like, especially if you're in a competitivesituation, this idea of accepting students into a program any trulypersonal way. I mean, of course, that you haven't closed the deal yet at thatpoint, you've just said the door is open to you. Would you please comethrough it? I also love this idea that you shared of hey. I would love to seeyou here in this room and in four years from now kind of a thing, but there'sso many spots to do, and you use the word creative, and I know that that canbe intimidating to people. These creative just means novel and usefulsomething you're not doing now, and most people aren't doing now. That'suseful, that's the definition of creative. I think a lot of people here,creative they're, like Oh, I need to make creative time and go off and youknow to a special place and come back with a bunch of creative ideas like allthese things are right in front of us and it's just all about what would makepeople feel happier what would make people feel more secure? What wouldmake people feel more confident? What would make people feel better aboutthemselves about me personally about this university about this opportunity,et Cetera and you'll, start to see in moments to be more human all along theway? That's great- and I know we've been talking a lot about in woman, butit just got me thinking I mean this is certainly being human for alumniadvancement. I mean, if I'm going, to go, ask somebody for money or somethinglike that, a gift to the school I mean this could be very effective for thatas well. We have so and can set again. I don't like to talk about in theseterms, and probably most people don't, but that is a sales job to we'reselling all the time and all of our rules, so we're honest with ourselves.But absolutely we have a number among our customers are a number ofnonprofits and other organizations that you know some share of their revenue is contribution from the community thatthey built in this case is the alumni community and other supporting people,and certainly again when we talk about the balance of efficiency andeffectiveness, you know they're sending evergreen videos to people at certainlevels, but truly personal videos to get in front of proactively or to thinkpeople in response or reaction to gifts over X.whatever x is for you, where there's a manageable threshold, you need totrigger an alert that says this now goes on somebody's list to send a trulypersonal. Thank you, video, sometimes thinking of a food bank that I'm on theboard of directors with and sometimes they'll even team up, the Co alwaysdoes it, but sometimes she'll. Do it with other people too, and and it'sjust its like again gift of time and attention these two or three peopletook even if it's twenty second side of their day, that's no match for thefifteen thousand dollars that just came into the food bank on a you knowcomparison basis, but it means that much to that other person they'realready voting on the cause, but it just cemented that and leaves anemotional residence that can't be created any other way yeah. I love thatand I love the idea that you know even even for a school, you can have thepresident and a student sit down and...

...maybe knock out. Yes knock out ten ofthose in an hour and just how powerful would that be to not only have thepresident thanking them, but also the student. Their lives are going to beimpacted, are represented students and that, so that's that's really great,and I remember something about tears that we had talked about in that, andmaybe you just reference that the idea that you know that brings tears to somepeople's eyes. Absolutely I mean I, I can't tell you how many times I'vereceived and I've heard stories of our custom again, I've been here for adecade. In the beginning we had so few customers that I knew most of thempersonally, because I was sending them videos there, setting the videos backand I've continued to do that over the years. I've personal relationships withhundreds of our customers and I've heard a lot of stories by video andsometimes, if unfortunate, ough in person, it's always fun to meet someonein person. They've been communicating with an video, because I just like Iknow you, you know it's his really warm awesome. One like I can't wait to meetboth of you guys, because I know it will happen one day and a bit. I knowthese guys, and so you know this totally made my day. I absolutelyneeded to hear that. Thank you so much. This means the world to me again andwhat I'm thinking I'm thinking that that law school this brought tears tomy eyes, like posts on social, where they're sharing the video and theirreaction to it, so that everyone else can experience it as well like just atthis goes back to what you said about Gen z. They want to be known. Every oneof us wants to be known at like the choices that we make every day, how wedress ourselves, what you know the way the glasses we chose for ourselves forthose of duns that have to wear glasses, the cars we drive, the the way that wedecorate our offs. All of this everything is about. I want to be seenand understood and felt and appreciated for the unique human being that I amthat's it. All of us are desperate for that acceptance, acknowledgment,camaraderie community sense of belonging. It is baked into us as asocial species that is meant to be in relationship with one another, and sowhen you can touch someone in a sincere way at the right time- and this doesn'talways have to be about something emotional. But this go is another thingthat goes on my list. I see a friend post that you know she lost her grandfather goeson the list. Hey, you know. I never met him. Your post was beautiful. I know Iliked. I know I love to comment, but I just want to let you know that I'mthinking about you- and you know- I don't know what value might be in thisexperience for you or your family, but just know that I'm thinking about you-and I hope you have a great great rest of your day- great rest of the week,despite the loss right this. I wouldn't do that exactly, but something likethat exactly exactly that's the kind of thing it's like. Oh my gosh. I totallyneeded to hear that. I know that's a little bit outside the bounds ofadmission and staying in touch with alumni, but it's not o. These are realpeople with real lives and you are going to be part of it. They're goingto be part of yours. They, these are the people that you're welcoming intoyour community to define the culture to define the experience to affect theexperience in the lives of all the other people in the community. This isthe kind of thing I know it starts to feel unscalable when we start gettingthis thing. This is how you- and this is kind of agoofy work for it, but this is where legacy comes from. It comes from thesmall acts that add up over time, and that is culture. That is how we do itaround here. That is what that's our values in action that is practicingwhat we preach. If we believe that we are that we are a place in our university or our business orour family, or our community, or whatever group that we're in in themoment, because we all belong to multiple groups all the time. If webelieve that people are important, then this is something easy that we can doin the context of the way that we're communicating digitally virtually anonline. Thank you Ethan. I think you've done an excellent job of demonstratingthe value of bomb bomb, improving your...

...right to win, and I'm hoping thatpeople that are listening to this will at least contact you or look into you,or you said you have competitors we're here, because we like you, but we alsobelieve in the video communication, but I also wanted to give you anopportunity, because I think this is wonderful. The company Bom Bam is doinga non profit editit and I think for the right non profits. This could be a gamechanger. So if you could describe that to everyone yeah absolutely it came outof the onset of the pandemic. We have a lot of young parents and families herein bombum about a hundred and fifty people. Almost all of us in ColoradoSprings handful in Denver and then a handful more far. Flung and a lot ofyou know we immediately empathized with the teacher some of these some of thespouses and significant others and parents of our Bombombay, our teachersas well, and we immediately thought. Oh, my gosh they're being thrown into thischallenging situation on the fly. We think we can help, and so weimmediately made bombum available to teachers, and then we just decided toextend it to all non profits. And so, if you go to Bomano S, non profit, DashPartnership and that's a lot of letters to type but their easy words toremember, Bombona nonprofit Dash Partnership, you can sign up for a freeaccount. It's our it's a light way to count. It's our Google crom extensioncombined with our mobile APPs. It allow you to easily record and send videosfrom that crom extension. You could take those videos and drop them intolinked on messages or drop them into emails or drop them into facebookmessages and a variety of other places. The Mobile APPS ally you to record andsend obviously anywhere that you are and we've seen it work for a number of nonprofits. It's consistent with who we are as a company. We don't have time toget into who we are and what our purpose is in this experience thatwe're all in simultaneously here on earth, but you know for us: We want torecomminded the planet and we want to do it by re humanizing, digitalcommunication, it's one of the primary ways that we do it with the revenuethat we generate. We do a lot of other things with the time and talent that iscommitted to us here inside the company. We do a lot of different things withthat too, but through the product we can do it as well, and so we welcome onprofits to sign up there at absolutely no cost and experience. What I say is the big difference that a simple videocan make. That's wonderful everything that we've colored over the past fortyminutes, you've made available to non profits and again as we close wouldlike to give you an opportunity to let everyone know about your book and thenhow they can contact you if they would like to do so sure. I welcome directcommunication, I'm Ethan Ethan at bombace and, of course that's just theword bomb twice: BONB Bomb v Ombo. So IT'S JUST ECONOMICO! You can find me onLinkedin and all the other social networks by first name last name Ethan,but- and I am really excited about this new book- that we've written we'vewritten one before Steve, Passin, Elli, nine Steve's, a longtime team memberand friend of mine he's a customer before he became our chief marketingofficer and we CO author Rehumanize Your Business a couple of years ago andthat's available. These are both at Bombo Book. By the way you can access,both of them there and its newer book. We wrote called human centeredcommunication in that we go wider than video email and video messaging and wego deeper into human connection and we roped in almost a dozen of our expertfriends, including a marketing futures from sales force. One of the originalteam members and sales executive at have spot and emotional intelligenceexpert, who holds seven US pattens in the analysis of facial coding data.Just like really cool people that we've met along the way all to help people bemore personal and effective in all of these digital virtual and online spacesthat are increasingly noisy, increasingly polluted, increasinglycontrolled by algorithmms. By the way.

What we see when and how isincreasingly dictated by machines, and so in the face of all of that, how canwe, people, who are operating in a spirit of service who are doing morehelping than we are necessarily selling? How can we break through that noise,build trust, generate engagement and ultimately build reputation, becausethat reputation that familiarity, that being known and recognized, is going tobe what's going to get us through all of the noise and pollution and give usthe thumbs up in the green light to get through the door as the machinesincreasingly control more doors of like? Should this get through? Should thisget through? Should this get through that no light trust, but in thisincreasingly noisy included environment? So we tackle that from a variety ofangles. It is loaded with practical information that I know whether you'regiving presentations for your job, whether you're sending video messages,whether you're sending traditional emails or doing any of these otheractivities. We break all that down through our own expertise and throughthese folks that were kind enough to give us hours of their time to befeatured in the body of the books that one's called Human Center communication.Both of them are at BOCO, Lash Book e thing you give so much through theinformation through your books, your social mediapresence, and so you work at Bomba. I know I have personally been impacted tothank you and thank you on behalf of our guests. That is far kind of you to say, andit's a privilege to do as you both know. You know it's a privilege to be ofservice. Thank you, bark. Do you have any last thoughts yeah I wanted to justand if it's not apparently obvious to everyone- and I think this is part ofwhat I also want to say in the in the intro and for you, people who've stuckaround. We record the Antro after we talk, but I think that one thing I wantto just make sure that everybody understands is that we've been talkingabout. You know a piece of technology we've been talking about. You knowSoftware S, a service Bombombay, I mean it. They sell like product calledBombon, but I think that I hope that you understand that it's not atechnology as much as it is, is a philosophy and an understanding of howwe as humans, work and better ways to communicate with one another. I think,after a hundred years, a hundred and twenty years of having a device like atelephone, we stop thinking of it like. Oh, that's, a piece of technology thatallows me to connect with someone else using my voice. We don't think of itthat way anymore. We think of it as a way for us to call somebody and get intouch with them to check up with someone it's. We know. We understandthe benefit now and we fail to see it sometimes as a as a piece of technology.I think that's what you need to really look at when we look at Vamba. It is apiece of technology, but it's a means to an end of being more human and morereal to the people that we are trying to impact and help and serve, and soyou know, Ethan was kind enough to say that you know there's there's a lot ofways to do this, but I think I want everybody to walk away, realizing thatthere are tools out there that will help us make a difference anddifferentiate ourselves from just another piece of digital noise and- andI think that's what we want to do is we want to be more human, and I reallyappreciate even being on the show. That's really well said. I appreciateit so much you captured what I took forty minutes to say I would know andsay that it's been very valuable. So thank you. Thank you. So much yeah.Thank you guys. The higher and market podcast is sponsored by calor solutionsand education, marketing and branding agency and by think patented, aMarketing Execution Pretty and mainly provider of Higher Ed Solutions. Onbehalf of my co host part Kayler, I'm troy singer. Thank you for joining us. You've been listening to the Higher EdMarketer to ensure that you never miss an episode subscribe to the show inyour favorite podcast player. If you were listening with Aute podcast we'dlove for you to leave a quick rating of the show, simply tap the number ofstars you sink. The podcast deserves until next time...

In-Stream Audio Search


Search across all episodes within this podcast

Episodes (36)