Master Modern Marketing : Master Modern Marketing: Featuring Kevin Burgin, radio host and festival organizer (2024)

Jan 10, 2019

In today’s episode, we review the marketing audit of Kevin'sbusiness and we have a live coaching call with him to discuss whathis biggest marketing opportunities are, and you get to be a fly onthe wall.

Kevin Burgin is the host of CJOB Radio’s show, The Main Ingredient.He is alsoresponsible for the Winnipeg Beer Festival andManitoba Pizza Week.

Kevin’s entrepreneurialism, enthusiasm, and drive, is making abig impact on the local food and beverage scene.

If you enjoyed the Master Modern Marketing podcast, pleasesubscribe, rate and review the show.

You can also keep in contact with the show sponsor, FarmersMarketing,,

See below for some of Kevin's main takeaways and actionitems from our call.

Main takeaways from the audit and coaching call: 1) Improve technicalissues, such as:
- adding Google Analytics and the Facebook Pixel
- Reduce image size by using a tool like
- Determine if moving his sites to a new host will improve speed ornot.

2) Ongoing Marketing:
- Work with vendors to produce guest blog posts throughout theyear.
- Tighten the analytics components to better capture the true valueof the festivals. This will help attract more vendors but moreimportantly, demonstrate to all parties the sheer value theseevents create.

New Tools:
1) add multiple links to anInstagram bio. See live example here: at our bio.

2) to make enticing video thumbnails foraudio files since you can share strickly audio files on socialmedia. See the video thumbnail for this post as anexample.

3) Use Funnelytics to map our your digital marketingcampaigns. Its mapping tool is free and total transformational formarketers. See this real-world example of Funnelytics at workbelow.

Summarizing the audit:
Kevin's content, social media, and engagement with his audience andvendors are stellar. As mentioned in the podcast, his business isin an enviable position. The hard things like content andengagement are already in place and the technical changes are easyto knock out.

Well done, Kevin!

To be a guest on the Master Modern Marketing podcast, and get aFREE marketing audit and LIVE coaching call, please applyHERE!

Read the full transcript:

Kevin 0:00

I've already checked it out. I'm on the page right now. That'sthree things I'm stealing from you immediately.

Lionel Johnston 0:06

I folks, this is Lionel Johnson with a master Modern Marketingpodcast and that was Kevin Bergen. from Kevin Bergen. com Kevin isa host of CJOB Radio's show The Main Ingredient. He is alsoresponsible for the Winnipeg Beer Festival and Manitoba pizza weekKevin's entrepreneurialism enthusiasm and drive are making a bigimpact on the local food and beverage scene here in Winnipeg. Intoday's episode, we review a marketing audit of his business. Andwe also have a live coaching call to discuss what his biggestmarketing opportunities are. And you as the listener today get tobe a fly on the wall. As you heard in a short clip, he found anumber of great ideas implement in his business immediately. So, Iencourage you to stick with us right to the end. As I'm confidentif you do, you will find the exact same thing for your business.So, let's cue the intro and dive right in.

Announcer 0:53

We really love marketing, telling stories and sharing ideas withothers to help them achieve their goals. If you enjoy growingbusinesses through digital marketing or would link to learn how totake your knowledge and skills to the next level. You're in theright place. Welcome to the master Modern Marketing Podcast.Michael Johnson.

Lionel Johnston 1:15

Hey, Kevin. Welcome to the master Modern Marketing Podcast. Howare you doing today?

Kevin 1:19

I'm pretty good. How are you? Thanks for having me.

Lionel Johnston 1:22

Yeah. Hey, my pleasure. I appreciate you coming on the show herewhen this podcast was in development. And just in its infancy, youare one of the first people that I thought of that would be anexcellent guest to be able to have on the podcast. And I know we'vetalked about this in the past a number of times. But just to giveyou a quick overview. Generally, the process with the master ModernMarketing podcast is that will meet with small business owners likeyourself, and really dive into their business and try and find someopportunities that we can help these people to help their ownbusiness. So, we're going to dive into some things on your ownbusiness and see what's great, and what are some opportunities forimprovement. And then at the end of the podcast, will basically doa summary and pick one or two priorities and send you on your way.So, you can tackle those things on your own or have someone helpyou out with that is that sounds like a good process for you today.Kevin,

Kevin 2:18

that sounds great. I appreciate you taking the time.

Lionel Johnston 2:21

All right. My pleasure. So, we are I should mention, we are inthe circle of trust here. And all of us have worked or it's on ourbusinesses. So, it's not to point out anything that someone's doingbad to make them look bad or make fun of them. Again, it's really alearning opportunity for all of us to be able to get betterbusinesses, and then share this with our listeners. And they canapply the same principles to their businesses. So how about Kevin,why don't we just jump right in here. And if I could have youactually introduce yourself, if I could have you say your nameother than just Kevin and the company and companies that yourepresent. And if you have an interesting adding anecdote thatyou'd like to share with us, please feel free.

Kevin 2:58

My name is Kevin Bergen. And one of the organizers of theWinnipeg Beer Festival and the organizer of Manitoba pizza week, Ialso have a food show on which is all about food is called the mainingredient. And a lot of those events probably came about becauseof my hosting the show, there's a lot of different small businessesout there that I felt were a lot of mom and pop shops that didn'treally have the opportunity to market themselves properly. So,these events give smaller businesses and smaller breweries theopportunity to do that, you know,

Lionel Johnston 3:35

that that's great. And you're definitely filling a need in themarket. And I've been to too many of your events and festivals overthe last couple of years. And, you know, I really am very impressedwith the business model that you have created, you know, a couplethings I find that is quite interesting one is you have your radioshow, which, you know, helps, really helps you build your personaland helps in terms of your network and being able to connect withpeople and gives you a platform to be able to meet, you know, reachthe masses, and then through the festivals, you know, you're alsoproducing value for the business owners as you're mentioning, butalso for consumers. So, it's, it's interesting how many people thatyou're able to provide value for a place to connect in a place forthese businesses to grow. So, so definitely, kudos to you for beingable to see an opportunity. And more importantly, I'm reallyimpressed with you just taking action and getting things done, youknow, and actually, some of the boat Sorry, go ahead. Go ahead.

Kevin 4:36

No, no, it's all You go ahead.

Lionel Johnston 4:38

Oh, I know, I was just going to mention one of the challengesthat business owners can get in when we're living in the world ofthe internet is there's so much information and often, we getstuck, where we want things to be perfect. And then we'll takeaction. And, you know, there's a lot of great things in yourbusiness. But really a lot of respect to you, Kevin, for, fortaking action and figuring out things as you've been building yourbusiness and helping people out. So, I just wanted to start here,just to be able to say that, that it's been, you know, have a lotof respect for you. And it's been impressive watching from afar,you building what you're building over there?

Kevin 5:12

No, no, you know, what we've known each other, obviously, forwe've known each other for a while, you know, personally, but kindof professionally in the last couple of years, and what you saidabout things not being perfect, or they don't have to be perfect isexactly that sometimes I found I was probably the kind of personthat wanted everything to be perfect before I actually launchanything instead of just, you know, doing your research, starting abusiness or creating an opportunity and tweaking and learning asyou go, because, again, there is a lot of information out there,but there are a lot of people such as yourself, that can help youhelp guide you through it, once you have things going to kind oftweak the machine and make it as perfect as it can be as you'rerunning your business.

Lionel Johnston 5:54

Yeah, that's a great point Kevin and actually have on one of mypages on the farmers website, then, you know, unless you speak witha fancy marketing agency is likely that you don't need one a, youknow, and what I found from a lot of business owners and peoplelike yourself is, yeah, it's just that little bit of tweaking orpointing something out that should change or could get better andthen you can set them you know, on their way and they can takeaction. So

Kevin 6:19

as I say, you and I go back and forth even from text messagesand messenger on little pieces of software that make your lifeeasier all the time. Like you have a like this deep bag of tricksthat you always flog everything that you find him you know, he maywant to try that you're trying to do this you know you may want touse that so that all that stuff really helps

Lionel Johnston 6:40

for sure for sure. So, let Kevin let's dive right into the firstsection here which is the audit review and how about just before wedo that in the spirit of you know, your beer festival. I ended upgetting a couple local beers. So, I've got some barn hammer fortrader in front of me and great you know, the one great citybrewing monkey trailer Pale Ale and what we're going to have herewhile we enjoy our time together in podcast is a Trans-CanadaBrewing the Blue-Beary Beer I've had at one time before it was itwas pretty awesome. So, I'm going to be enjoying that while wetalked the other night. You're saying you've got a local beer onyour end as well as that right?

Kevin 7:17

Yeah, I got my boys from Torque got the woody Belgian. But nowthat you've rambled on and said, how many beers you haven't yourplace. I'm kind of mad that we didn't do this in person now.

Lionel Johnston 7:25

Wow, we should have but plans change sometimes. Right? So...

Alright. Well, how about I'm going to open this beer here andget it going. This may not be typical on the podcast. But we're allready to go and how we do a quick Cheers. And we'll jump into theaudit review. Ready? 321.

Kevin 7:41


Lionel Johnston 7:42

Cheers. All right. And someone will be figuring out trying tofigure out how we got the cheers noise when we're in differentplaces. But you know, in our bag of tricks. Okay, so Kevin, let'sdive right into this audit review. And actually, in the podcastnotes, I'll be able to paste us some of the information from theaudit. So, you know, future podcast, guests can get a bit of anidea of what the types of things are, that we're looking at. And Iwon't get into tons of detail. And I know you've had a few momentsto review this as well. But, you know, since you have a number ofdifferent websites, I focus specifically on the one has a beerfestival website for, for, for the purposes of this podcast, atleast. Okay. But really, I looked at, first of all, the speed ofthe website and then the technical aspects, you know, which thoseare very closely related, and then the content and then your socialmedia aspect as well. I didn't get into just to, you know, what Imade it to too long, but I didn't dive into you know, really deepinto SEO and backlinks and those sorts of things that are a littlemore technical than that, what we need to talk about today, butgenerally, that's, that's what I was looking at here. And, youknow, what, have basically an A or C or, or an F grade. And betweenthe two different areas, you know, if you look at speed, andtechnical and content and social are two different categories.Really, the as you see here, the biggest area to improve is on thisthe speed and technical side, and you've got lots of great imageryand some videos on your website. And those sometimes, depending onhow things are uploaded. Can you know, slow down a website, I'vealso found that your host really makes one of the biggestdifferences in how fast your website can get. I know with farmerswebsite, we got it up and running and but still hit a wall until weswitched, you know, our host, and we were able to get a bump andspeed there. But if we look at some different results here, Kevin.So, you have you know, like a see with your speed score and mobilea 19 out of 100 and desktops a little bit better. Is there anythingthere that surprises you at all? Or is that similar to either whatyou were expecting? Or you already knew that?

Kevin 9:52

Yeah, I knew I definitely wasn't it wasn't premium, because Iknow there are things that can be changed in the back end that Iwant to change. I just haven't had time to change it. I'm surprisedabout a couple of the apps I know the page sizes are kind of bigbecause some of the pictures need to be slim down the rather largeand you and I talked about that before using good tools when I'muploading pictures, not putting in ones that are rather large. So,I have another time to clean that up. So, it's surprising but notshocking, I would

Lionel Johnston 10:22

say Yeah, right. Yeah, I'm glad you brought up the image size.That was one thing when I first got into working on websites, youknow, I didn't realize that you can upload a six-megabyte picture,you know, but using something like tiny p amp G, you know, reallyshrink that quite a bit and praising. Yeah, and Kevin, I know, youknow a lot about this, but also, when you're doing site speedscores, you know, just taking one moment in time really isn't fairto a business or a website, because if there's a number of factorsthat can impact a website score, right, you know, total traffic,you know, and that that area and a whole bunch of things, right,you really going to

Kevin 10:59

win. I know, in general, this one is probably you know, ofcourse, it may be different on different days. But in general, Iknow that the things that it's failing or giving me differentgrades on are pretty accurate. Yeah, I know that you don't meanYeah,

Lionel Johnston 11:11

perfect. Well, and I'd say one thing that's important as youlook at your business as well, especially with the, you know, thepizza fest and beer Fest, that those that at least at this pointare more seasonal, where you have one big event. So, it's a littlebit different than being in the e-commerce world where everymillisecond really is making a big difference, right. So, you dohave a bit of an advantage there where it's somewhat a captiveaudience, that people will find you anyway. But still, there's alot of competition on the website. And for sure, speed matters, youknow, and again, I know, I'm not telling anything that you don'tknow, in terms of the other improvements, you know, I want to askyou about, we're really the big things that we're most strikingwith some of the different tags and codes that I didn't find atleast, and maybe they're there on there. But it didn't appear thatyou had Google Analytics on the at least this one site, and I knowyou aren't running Google AdWords. So that code wouldn't be there,of course, and then the big one is that, you know, the Facebookpixel as well. So, are those tools that you've looked at, at addingor, you know, have you made a conscious effort just not to havethem on your, your website?

Kevin 12:19

No, those are tools that I again, want to add. But time is anissue for with, with, with multiple events and multiple things,it's either, you know, I pay someone to do it, or I buckle down andadd them myself. And, you know, for sure to improve the performanceof the site and get more people to the site,

Lionel Johnston 12:36

for sure. Now, you do an excellent job on the social side. Andcontent side, I'll get to that just next Are you do run anyFacebook ads, or Instagram ads currently,

Kevin 12:47

right? When the events are coming, I do for sure, I don't do anall year round. And, the beer festival is going to be in yearthree. So, year three is, it's a lot easier, it's not the firsttime out of the gate. So, you kind of has a capital audience thatgets larger and larger every year you do it. So probably a month ortwo before the event is when we really start ramping up withFacebook ads, and different kind of advertising and stuff likethat.

Lionel Johnston 13:14

Okay, well, great. And, you know, obviously, want to look at allof those areas. But the ones that really would stand out the mostfor me would definitely be getting that Google Analytics code onthere. And then that the Facebook pixel, because once they'rethere, then you don't need to think about them anymore, right. And,but then you're able to go back and utilize them to help with yourbusiness. And I'll actually come back to the Google Analytics codewhen we talk about the vendors you work with. And in a few moments,anyway, those are some of the main improvements on the technicalside. And then again, moving on to the content and social mediaside, you know, you have mostly always there and really been doinga super job is quite impressed with just the sheer volume ofcontent that you're able to come up with. And the quality of theimagery, even then, you know, how some of the social posts arewritten the other, they're very, you know, cleverly written, and,you know, and getting a lot of attention. So, congratulations on,that definitely is a great thing that you're doing for yourbusiness.

Kevin 14:15

Thanks. I appreciate that. That part of it as well, because ofthe job I do that part of it isn't a lot of work to me, you knowwhat I mean? It just that's kind of the nature of the business. So,um, yeah, I appreciate that. It's, it's good to know them doingsomething properly.

Lionel Johnston 14:29

Yeah, you know, I think that, you know, the content is great,but also what it was even more impressive, you know, looking at it,from my perspective, is the consistency, you know, and that'scommon, where someone can have a whole flurry of activity, butthen, you know, it dwindles over time, but you're, you know,constantly engaging with people and trying to connect withbusinesses and connect with those consumers. So, so great, greatwork on that, actually.

Kevin 14:52

And that industry is not really hard, right? People like beer,exactly like to socialize, I like beer, and I like to socialize.So, it's a, it's a no brainer

Lionel Johnston 14:59

for. So, when one note I made, Kevin is that you're really inwhat I would consider an enviable position when I look at theaudit. And what I mean, there is, if you had a website that wassuper-fast, and you had your Facebook pixel, you had your GoogleAnalytics, all the things that we've pointed out that we could, youknow, quickly fix if you had all of those things, but you weren'tdoing the content and the engagement and the networking with peopleonline, you know, you wouldn't be in the position that you areright now. And it's much easier to be able to add some code to yourwebsite and change host to a faster host than it is to come up withhundreds and hundreds of really, you know, high quality andengaging photos and great videos and connections with people. So,that's, I mean, by your enviable position, that these are allreally simple fixes, and just keep doing more of what you're doing.That's great. And fix a couple simple things and you'll be in at,you know, I feel a much better position, you know, moving forward,that makes sense.

Kevin 16:00

Oh, hundred percent, for sure. Yep. No, that isn't. That isgreat news.

Lionel Johnston 16:03

Super Well, I want to move on to our next section, we can moveoff from the audit review here and really look at some of thechallenges, you know, for a small business owner, you know, I'vebeen at these events as a participant, and I've seen the number ofvendors there, and, you know, the people cooking food and serving abeer and, you know, checking people in and selling tickets, there'sa lot of moving parts, or I have to imagine it's got to be, youknow, quite a challenge to be able to keep all of these peopleorganize and meet your timelines, is that the case or, or, youknow, is it a pretty streamline processes problem free

Kevin 16:44

it? Well, obviously, there's, there's never an event or festivalthat goes problem free, but because of the place where it takesplace like it takes place at for Gibraltar, which is it's gearedtowards catering already like they do hundreds of weddings a year.So, when it comes to getting licenses, or an or a kitchen orcertain things, it's, it's all turkeys, you know, I mean, so thateliminates a huge portion of organization right there. Plus, all ofthe beer vendors are used to doing festivals already, like allthese guys go to flatlands Beer Festival and other festivals duringthe year. So, they all know the routine, you don't have to sitthere and micromanage them. And they all usually have their ownbooths with their own logos and everything. So literally, all youhave to do is tell them when you know what time to show up, youknow, and where their spot is, what time are closing, and, youknow, you just kind of giddy-up. So, okay, as far as festivals go,it's probably the easiest festival to run them. The main reason wedid this festivals because I found that, of course, during my show,when I'm interviewing guys, all of them are doing their seven, youknow, separate marketing doing their own separate thing, you know,I'm saying so this vessel was just an opportunity for them to usetheir separate marketing strategies, put them all together and getall the strength and power as a group and have a festival wherethey're not going to lose money. They can make a few bucks, butthey can pour as many peers are wanting, they weren't going to loseany money. You know, we can all raise money for charity while we'reat it. So, it just seemed like a like a win-win. Right?

Lionel Johnston 18:18

Ya I know, that song sounds great. Well, thanks for sharing somebackground on that. And actually, I'm glad you mentioned the onepart about the marketing and that was one thing I was curiousabout, you know, for, for these businesses that they're, you know,really in the early stages, you know, it's a couple people with apassion to brew beer or, you know, where the launch a pizza-relatedbusiness, you know, what's, you know, how savvy would most of thembe in terms of, of actual Modern Marketing, you know, do some, theyreally have a dialled in, or some it's completely foreign to themoutside of these types of events.

Kevin 18:54

Well, if we're talking to beer guys, a lot of the beer guys, I'dsay its half and half. Some are super dialled in John from Torque.He owned a marketing company for 20 years before he opened up abrewery. So, he, he knows what he's doing. Like, you know, he's,he's very, he knows a lot about marketing. Plus, he's open tolearning new things about marketing, you know what I mean? Like,he's, he's just going to be a student of the game the whole timewhen it comes to industry. Like, if we're, if we're talking aboutpizza, you know, a lot of the pizza companies for the pizza Fest,that it's old mom and pop shops, you know, they've, they've,they've been making their pizza the pizza has, has gained afollowing or sold itself for the last 1520 years. But now, as youknow, it's a new world we're in. So, either they don't know how todo it, they don't want to do it, even though they have a greatproduct, or they don't know who to turn to, to actually get thingsdone. So again, when it comes to festivals, that particularfestival kind of gives everybody a market to collectively market asone, you know what I mean? So, all the while the people that don'treally aren't, don't know a lot about marketing can kind of learnfrom others, or just kind of ride the wave for that weekend andfind opportunities to, you know, find opportunities and learn fromother people who are doing it properly.

Lionel Johnston 20:12

or interesting. Yeah, I wouldn't have expected the differencebetween the beer folks and the pizza folks in terms of theirmarketing know-how, and says, That's quite interesting.

Kevin 20:21

Yeah, the beer, the beer guys, usually younger guys, right? It'sabout I'm not going to say young, but it's usually younger guys whoare, you know, you got to be quite ambitious to open up a brewery,no matter where you are. It's not, you know, $10,000 investment.These guys are getting investors and investing millions of dollarsto open these places. Whereas a lot of the lot of the pizza placesI've been around for years, and it may have been open, you know, ona shoestring budget, because they had it, you know, it's not like,it's really expensive to make pizza, at least that, you know, wayback in the day. And this was a different kind of mentality in adifferent crowd that are running two different businesses, eventhough beer and pizza go hand in hand, right? Of

Lionel Johnston 21:00

course, very interesting, you know, regardless of how savvy theyare, with marketing, either way, when you're creating a market forthem to be able to meet with customers and, and share their storyand share their food and beverages. Definitely a lot of value forthe vendors, you know, to be gained there. Right,

Kevin 21:18

right. And that's the best part especially for me, too, becausea lot of times I'm dealing with the actual vendor themselves, notthe customers. So, the beer festival kind of gives you a chance totalk to the people and the and the breweries. Of course, that's thenumber one thing to actually see their customers and hear what theyhave to say. And the customers really like that, you know, likeback in the day with the big macro breweries, right, you woulddrink their beer you'd never get to see meet the brewer You know,that's unheard of. You never Of course, if you ever stepped foot inthe brewery, it's not going to happen. No. Meanwhile you inWinnipeg can go to a taproom, you can hear their story of thedifferent kinds of beers they come up with, you can even suggestsomething and go and see something back in a week later, they couldbe making this something that you thought was a great idea, maybeshould try this. Or you know what I mean. And these guys are superopen to everything. It's kind of, it's kind of fun. Plus, the guy,it could be your neighbour that owns this place. They're super downto earth. And there's no formality there. You know, because you'retalking to some guy and you're having a couple beers, and everybodykind of loosens up your loose-lipped and you kind of just hang outso it's a great opportunity for Brewer to meet customer and justkind of get involved in the community right they're smaller andusually a lot of them are in places where there are reachable theirtouchable you can you can you can learn how to make beer and plusthey're very good with each other. A lot of ones that have come updidn't have their own brewery, so you play select torque andembracing Hall all these guys are letting other brewers brew theirbeer in their facility like does that you know what I mean? Like,it's not like Burger King is going to go and make burgers andMcDonald's because they're one of their places broke down, right?These guys have no problem with that, you know, they give advice tohome brewers who are brewing beer in their home on you know, theguys will bring it in, they'll taste the beer and go yet, you know,what you should have done this kind of give them advice is justkind of a way of information sharing that I don't find in otherkinds of businesses. It's way less cutthroat.

Lionel Johnston 23:17

Yeah. Oh, I wasn't aware that. And that, that's great to hearabout. And really, it's fostering the development of a communityright for these foods.

Kevin 23:25

So that's great. I'm fully right. Yes, billion dollar a yearbusiness, there's tons of business go around,

Lionel Johnston 23:31

they have very interesting and I know from my experience beingat a number of these events, like the vibe there has been reallygreat. And I could see, you know, now that you're talking about thecollaboration between the vendors, I, you know, looking back, Icould see that, yeah, everyone was really friendly, and eager tohelp out and good to see

Kevin 23:48

it's nice for people to say that actually follow through.

Lionel Johnston 23:51

So, Kevin, let's move into the next section here. What I wantedto take a couple minutes to talk about now is just some ideas,looking at both opportunities to use, say, promotion with consumersand, you know, opportunities with vendors and have, you know, yourbusiness is way better than then I know them of course, I don'tpretend to have, you know, all the answer. But I wanted to bring upa couple ideas and, and questions and, and see where they go. Thefirst one I want to talk about was really on the content side. And,you know, I know we've talked a lot about, you know, the contentthat you produce, and I produce some of my own content, not to thesame level that you do, but I know it takes a lot of work and a lotof coordination to be able to get, you know, people in the rightplace and the gear and so on. So, one thing I've, I've trainedother, you know, small business owners on when they're creatingcontent, as I've suggested, that they, you know, document thingsmore so than trying to come up with an idea of what can they teachsomeone or what can they show, but one of my, my thoughts I had interms of helping develop more content is looking at guest blogposts, you know, through the, the pizza and the beer industry, haveyou looked at that where, you know, you have, say, the annualevent, but you're able to work with all of those vendors wherethey're producing unique content specifically for your website, youknow, and then you're able to have, say, a theme every month orhave a featured vendor of the month, but they're the ones that areproducing the content not in a salesy way, but they're promotingyour there, they're doing a video highlighting how to make acertain pizza, or how a certain type of beers produced, have youlooked at, you know, having that type of content on an ongoingbasis?

Kevin 25:31

No, I haven't. But that actually is a really good idea,depending on who, you know, depending on the vendor, so that ifwe're talking to the beer festival, yes, that would that issomething I would definitely consider, because a lot of theirsocial media content is like, spot on, and it's usable. And, youknow, you wouldn't have to teach them how to do how to create thecontent, whereas there's probably a handful of the pizza festivalcustomers that are savvy enough to in order to do that. Does thatmake sense? Like, as I understand the whole point, it's kind oflike, yeah, you're, you're marketing your event without reallyhaving to get your hands dirty? Like they're creating the content,you're both you're broke, you're both kind of winning? Where Ithink with the pizza festival, it would be it be more of the same.Okay, does that make sense?

Lionel Johnston 26:22

Yeah, I would imagine you would probably find, it sounds likethis is exactly what you're describing, people would be at adifferent level of sophistication. So, there could be somewherethey produce everything. And, and you don't have to touch it, youjust upload it to your site. And there are maybe others that needhand-holding, or they want you to come out and take some photos or,or maybe something needs video needs to be produced. And theneverywhere in between there,

Kevin 26:44

right. And, and, and if I was creating something like that, Iwouldn't want to slight the people who aren't, who aren't a savvyas the person that is, because in the person that is, is gettingall this, you know, all this promotion and content. Meanwhile, theperson who isn't is left in the dust, and I just wouldn't want toleave that person who ended up in the dust. So yeah, I will usethat idea. Because it's, I think it's awesome. But then I'd have tokeep in mind that whoever needs a hand, I have to make sure thatthat they're covered to

Lionel Johnston 27:08

Yeah, one way I've seen this work, Kevin, in the past actuallyis an organization like yours would actually publish an editorialcalendar to say, all of the vendors and say, Hey, we want to focus,you know, February is, you know, we're focusing on, you know,gluten-free or, and, you know, summertime, we want to talk about,you know, beer, this made with certain types of fruit, those sortsof things, and basically able to share that out. And then and thenthat, you know, people see what things fit their business reallywell. And then it's more now hand to hand to try and get the gapsfilled in the calendar.

Kevin 27:43

Oh, I like that. I like that I do

Lionel Johnston 27:45

well, and for people that are listening right now that maybedon't know the background of why we do this a big benefit why you'dwant to have other people produce content for you. One is, it'sobviously easier for you, your job is to produce the market and tothe eyes and ears, right. And that's creating value for thesepeople. But more importantly, Google and Facebook highly rewardcompanies that are producing unique and consistent content. Sothat's one of the big reasons you know, to have that, and all ofthose companies, you know, produce that content, you're going toget links between your website so, so that would help out them andthat would help you as well. Right. Okay. Kevin sauce. So, let'stalk a little bit about the promotion to consumers here. And Iwanted to ask you, you know, what are some promotions that you'verun in the past that you've found have resonated with the consumerso far, you know, if it was an early bird offer or contest anythinglike that, you know,

Kevin 28:39

it's Winnipeg, so usually, if you're giving away free things,people love it, right, like the contest for, for free pizza, or forthe beer festival we have? Well, for the charity part of it, too.We give out gift certificates to them too, to the tasting rooms forthe beer guys, we had a thing where you could win a beer for andalong with the beer fridge came a keg from every participatingBrewer for the summer. So, if you're not if you're a guy that likesthe entertain, you had a beer fridge that came as a cake fridge,and you didn't even have to, if there were 12 vendors at the beerfestival, well, you got 12 kegs delivered when whatever cake ranout. And, you know, for you to entertain your friends. So, a freebeer fridge and 12 kegs that went along with it. You know, I thinkit's a no brainer, very hard sell. Ya know.

So that raised a lot of money for charity with the pizza fest itwas just giving out free pizza, right. So, a different pizza fromdifferent pizza vendors every day for like, two to three weeksbefore the festival even started, right. So that those ones reallygo over really well. Because like I said if sometimes it's nice tojust be able to taste the actual product. And usually, you know, noone's just going to order one pizza. I don't know, anybody justorders one pizza. So, it's kind of a no brainer for the pizzavendor also prefer the person if they're going to order one. Sure,you get something free. If you're going to order to will, I get twofor the price of one it was a lot less and the actually get thetaste of the good product and the beer at the pizza vendors makingsome money too, right?

Lionel Johnston 30:24

Yeah, for sure. So, for some of them, or some or most or all ofthe promotions and contest would people be entering the contestthrough your website, or they are entering it directly with thevendors.

Kevin 30:38

They enter through my website.

Lionel Johnston 30:41

Okay. All right. So, then you're Yeah, you're the portal therewhere they come in and Enter. And then you're capturing theiremails and, and building relationships over time then,

Kevin 30:50

right. So, you build the relationships over time. It's not 12different small databases. It's one large database. And then whenthe pizza festival is over, you can market to everybody, you know,that one large database that you already have a captive audiencefor everybody who collectively participated. So you give them thepizza vendors as the year you know, as the year goes on, until thenext event, the opportunity to market to all the people that wereinterested in the pizza festival, whether they having a specialfor, you know, gluten-free pizza that week, or they're giving outfree pizza, or they, you know, whenever they have an event comingup, it's their first anniversary, 10th anniversary, whatever theywant to market, we market collectively, they just send it to thethey send it to the Winnipeg pizza festival group. And we do themarketing for them, you know, so its kind of helps us build theevent, build that large database and help the people who reallydon't know how to market at all. They may be great at social mediaand maybe they don't know how to do email marketing, what are theygoing to do is say, you know, what, their what they want to market,they can either email it to us and we'll send it out or, or if theyneed help creating it will just take them the information on whatthey're doing. Create something, show them they say yes, we send itout. Oh, I see.

Lionel Johnston 32:07

Okay, I'm actually going to come back to that in a moment whenwe talked about working directly with vendors. But no, that'sgreat. Two different topics that I wanted to cover or two differentitems under this one topic here around promotions that I wanted toshare is, you know, one of the things I've run with a number ofclients recently, or some viral contests, and I know you've had achance to enter them, and we won't take too much time talking aboutthem. But basically, for those listening to that may not be awareof a viral contest, that's where someone can enter a contest. Butthey actually get rewarded for taking a number of differentactions, you know, where they can share it on Facebook, or they cancome back every day and win more entries. And for the clients haverun this with we fed they've generated anywhere from about 250leads so that every lead is a new email all the way up to almost10,000 emails from the contest. So that's pretty cool. A way to beable to capture that engagement, build your brand awareness and getthose email addresses. And then yeah, and then another similaropportunity, Kevin, our lead quizzes, and I'm not sure if you'vedone any of these in the past with any of your businesses, butbasically, they're, they're really fun and engaging simple quizzes.And people love quizzes, especially on Facebook, you know, that's,that's one of the highest, you know, click rates and completions,you know, out of all the content on Facebook or quizzes, you know,anyway, so with these lead quizzes, basic and ask all these simplequestions. So if you think about in the pizza and beer space, youknow, you could ask about what type of food someone likes or and,you know, say they're answering questions, they get to a pointwhere they answer that they're, they're vegan, you know, thenyou're able to have some sort of, say, pizza profile at the end.And then it could actually say, Hey, here's a couple vendors thatwould fit you ideally, right? Or here are some recipes to othermake these types of pizzas at home, or, you know, on your side, youknow, do you like fruity beer, stronger, stronger beer, you know,they're answering all these fun questions. And then they're able tofind out what their profile is at the end. And then ultimately bedirected to some recipes and vendors. But ultimately, you're,again, improving your brand awareness, capturing emails and gettinga lot of engagement as well,

Kevin 34:21

right. But then, but the customer is getting a lot of value outof that to instead of doing their own research or are actuallygoing to be your vendors or pizza places individually and trying tofind out something that works for them. Your, your information iscaptured every kind of thing to point them in the right directionfrom the start. Exactly, exactly. Yeah, it's great. I think it'sawesome. Right

Lionel Johnston 34:42

now, we spoke a little while ago about different tools. And Iknow we have lots of we've had lots of discussions talking aboutdifferent tools in that again, the challenge is, we can have that Ibelieve it's called the shiny ball syndrome, right? Or like, Oh,look at that tool. Look at that tool. And then you have a real messbecause you're trying to, you know, coordinate all these differenttools. So, we want to be careful that we don't try too many. Butthere are a couple Actually, I've come across recently that Iagain, know, you know, thought of you right away here. And thefirst one that I have is LinkTree. Have you ever heard of LinkTreebefore?

Kevin 35:13

It's called what?

Lionel Johnston 35:14

Yeah, links tree. So, if you actually check out on Instagram,and believe you're still on your computer there. But if say you goto farmers marketing on Instagram, one of the challenges onInstagram, and it's a great platform and growing like gangbusters,and you've done a really, really good job on Instagram. It's greatseeing the content you have there. But the one challenge is, you'veonly been able to have one item in your bio,

Kevin 35:41


Lionel Johnston 35:42

right. So what link tree is, is it's a website that youbasically go to as,sort of like a bitly link or, you know,link shortener. But basically, you go to this website, and you'reable to put in their other links. So, for farmers marketing, forexample, what I haven't in there, as you there are, there are fourdifferent links, so someone can click on that link. And it opensup, you know, one, or two, or three or four or more differentoptions. So, for, again, for farmers marketing, someone could clickon getting a live audit, or they could subscribe to the podcast, orgo to our website. So why I was thinking of you, of course, is, youknow, you have a lot of different things that you would want topromote in your business, right. So, it could be, you know,checking out another social profile, or could be for a contest, butit can also be buying tickets. So, you can have that all just inthat one link.

Kevin 36:31

Oh, so you have the one link on your page. And I just click yourlink and it shows me four different links, get free marketing onand live where the coaching call, subscribe to the master, thatgives you four different options, instead of just having gone tothe one that the link is actually pointing to. I like that. I'musing that.

Lionel Johnston 36:47

Yeah, especially because you have so many different aspects ofyour business. Yeah, so I thought that would be a good tip for you.So, I'm glad you like that You sound like you, you enjoy thatone.

Kevin 36:56

Oh, I'm stealing that right away.

Lionel Johnston 36:57

right on to others that I came across us just recently. One And the other one is with two V's and dot CEO. And I'llput this actually in the show notes. And that these two aresimilar. Kevin one actually is paid, and one is free. I justrecently found out but especially with the show that you have, youknow, The Main Ingredient, and, you know, all of the other, youknow, videos that you have going on. One of the great things withthis tool is you actually can't upload an audio file to Facebook orInstagram and, and Instagram, you're limited to only 62nd videos.So, what you can actually do is take a static image, or you can usea video, of course, but you can take a static image, and you'rebasically turning it into a video. So, you can upload your staticimage, you upload your mp3 files, your audio file, it actuallytranscribes it for you. It also adds the little lines going up anddown. So, it's showing that there's some audio being spoken. Andthen you export it. And you can upload this your 62nd video or lesson Instagram, and Facebook and LinkedIn. But it really, I think,adds a lot more impact than just a static image saying, Hey, youknow, this new podcast is out, you know, come listen to EpisodeSix, that sort of thing.

Kevin 38:15

All right. Well, I get it. Yeah,

Lionel Johnston 38:16

hundred percent. Yeah. And then. So, the last tool that I knowwe've talked about is funnel lyrics. And one of the big challengesthat I had when I was really in the early days, and marketing andgetting into marketing automation was being able to visualize thecampaign and being able to see where's the traffic coming from,where's the goal where we try to send people to. And so that's thatvisual mapping software. And actually, you can get that for free aswell. There is a paid version where you get the analytics, but youcan do tons of work just on their free tool. So that's somethingyou could check out for you for your businesses if you'd like aswell.

Kevin 38:51

already checked it on. I'm on the page right now. Um, that'sthree things I'm stealing from you immediately.

Lionel Johnston 38:57

Alright, well, there we go. So, if nothing and Elsa at least yougot some cool tools that will directly relate to the type ofbusiness that you run. So, so I wanted to share your bag

Kevin 39:07

of tricks is deep. That's why I like talking. You always haveall these little tools. And yes, you can get caught up in havingtoo many, but usually, nine times out of 10 the stuff that meansyou go through us are almost immediately usable.

Lionel Johnston 39:19

You're right. And really the things that we talk about our Hey,I'm doing something. And I think you actually mentioned this a fewmoments ago, but you know, Kevin, I'm doing something right now,how can I do it more efficiently. It's not like, Hey, I can do avideo thumbnail for a podcast will I'm going to launch a podcastnow like that it doesn't work that way, right? It's just Hey,producing a podcast or doing videos, it takes a lot of time, wherecan we shave time? Where can we pump with this content faster andmore professionally, and you know, it feels all those tools helpout with that. So, let's just move into again, the next topic andthen we can summarize things and see what the top priority shouldbe, I did want to take some time to talk about the relationshipthat you have with the vendors and the promotion to them. And youknow, I really see I'm sure you do this quite a bit but I rarelysee when I first saw your business model that there's a hugeopportunity for you to really be that funnel of, of leads andcustomers for the business for these businesses, right and theyhave their own marketing going but really what you're doing isyou're again building that marketplace and real estate wherethey're able to sell their products correct.

Kevin 40:33

Right. And it's funny that you said that because that the pizzafestival actually came about from that that wasn't my idea thinkingI'm going to have a Manitoba p2p You know, there's a lot ofspecialty weeks burger we can all kind of stuff. And I wasn't myidea to say, hey, let's, I'm going to have a pizza week that camefrom interviewing restaurants that sold pizza. And week after week,I would hear someone going, someone should have a pizza week somuch and have a pizza week till two or three people would email mesaying, why don't you organize a pizza week, that's how that cameabout. So, it's just kind of the relationship with different withdifferent customers that kind of lead in that direction, right?

Lionel Johnston 41:08

I totally agree. So I want to give you an example. Now, thesecompanies are at a much larger scale. But if you look at Google,you know, Facebook, YouTube, you know, LinkedIn, those are all hugewebsites, of course, but they aren't the ones that are producingand owning the content, they're there do you know, other people aredoing that right there really creating that platform, and that, youknow, building a following of eyes and ears that those othercompanies can sell to, and that's really what you're doing as well.So that's why as I mentioned, when I first saw your business modelis really impressed with that, and being able to see the value youcan offer to people when we look at lead generation, you know,specifically for the vendors and the pizza and beer fest are youright now generating identifiable leads for those individual orcollective vendors, like, how does a flow have a potential customergoes through, you know, your website, or the vendors website?

Kevin 42:05

Well, usually goes through our website. So, a lot of times,different vendors will have a marketing idea that they actuallywant to post they want to market to the distribution list that theevent created. So, we'll do it that way. It makes it easier, but itmakes it easier because the vendor doesn't technically have to doany work, all they have to do is create the promotion and the eventwill promote their promotion. But in turn, we get a largerdistribution list that we can market to. And the pizza, any pizzavendor that participates in the event can market to 12 months ayear if they want to. Right,

Lionel Johnston 42:38

I see. Okay. And would each vendor typically have their ownstandard offer,

Kevin 42:45

right? When we're not going to tell them we know what they wantto offer? Like, right, they can make up their own offer, we're justgoing to promote their offer or whatever event they have coming up.Okay.

Lionel Johnston 42:57

All right. Thanks for sharing that. And where I'm getting at, orwhat I'm trying to get at Kevin is, you know, is there a way to beable to clearly show the pipeline rate and the funnel of peoplecoming in and how many leads are being generated? And then how manyare being distributed to the vendors? And then are we also able tocapture, you know, the financial aspect of how much was generatedfrom those leads? And I realized that would probably be the mostdifficult part and that this question as part of the reason why Iam suggesting final lyrics, because you're able to see the flow ofpeople, you know, through the entire process. And if I could giveone example, you know, to demonstrate what I'm trying to get at isa friend of mine, actually, I know, he runs a really successfuldigital marketing agency, a local agency here, and they have ontheir website, and the last in the last quarter, they've generatedsomething like 85,000 leads, and over $5 million in additionalrevenue, or 50, I don't think tech numbers, but I thought it'spretty neat that they're able to say this, how many leads wecreated in this is the value of them, I was just wondering, on asmaller scale, is there is there an opportunity for you to do thatwith these fests and does that help you then, you know, promotethat to the vendors to attract more in the future,

Kevin 44:16

for sure. Hundred percent, that's probably an area that I needto work on a lot more, because there are a lot of a lot ofopportunities there that can be done better? 100%

Lionel Johnston 44:29

Well, that's great. Well, how about Kevin, let's just startwrapping things up here. And I just wanted to ask you one question.And then we can talk about it for a couple moments as necessaryhere. But you know, from the different discussion that we had, wetouched on some, you know, technical improvements, your website andhow well you're doing in the content and social side. And we talkeda little bit about, you know, the, you know, direct engagement withconsumers and vendors, are there any things that we've talked abouthere so far, that really stood out to you the most that you knowwhat, when you when we discuss it, you're like, man, I really theyneed to tackle that right away.

Kevin 45:03

Yeah, tweaking the websites, like as far as the things that youand I have talked about before, as far as, you know,

the background portion of it. So, we're talking the speed of alowering of the page that the mobile portion got an F, so anythingthat's red and got an F are things some of them, I knew. Hey, Ican't believe I got an F, or I knew that was going to get an F. So,make sure I correct those things right away technically, because,again, the hard portion of the work is done the networking andcontent creating is stuff that you just can't create overnight,that takes time and effort. And it's huge. So, if it's justtweaking the technical portion of it, something I can literally doin a day or two, you know, that portion of it has run out to methat, you know, it's an easy tweak. So, make sure you get yourinfrastructure running properly, and then the rest you can continueto work on

Lionel Johnston 46:02

these items. I know that, yeah, all very easy fixes, especially,I know, you're very tech savvy. So, it'll be very easy for you toknock those things out. And, you know, and I hope you found a lotof value, you know, to our discussion, and I know, you know, for myown business, you know, I often asked other people to build a lookat things as much as I may think, I, I know things having thoseadditional eyes are different eyes on your business can reallyuncover a lot of things. And I remember working with someone onetime and, you know, my team had worked on this project for many,many hours, and, you know, 100 different times you looked at it,and then, you know, my leader looked at it immediately and said,well, there's no logo on it. And, you know, we'd looked at thisthing for hours. And none of us said, had caught that, you know,but it definitely is valuable to build to get those outsideopinions on the businesses that we're running. So, hope you agreewith that as well.

Kevin 46:57


Lionel Johnston 46:58

right on. Well, thanks a lot to Kevin. And for everyone that'slistening right now, for all the other small and medium-sizedbusinesses out there like Kevin Bergen, if you'd like to have asimilar discussion like Kevin and I have just had, where you have amarketing audit and a live coaching call you all in an effort to beable to take your business to the next level, please check out ourwebsite at farmer's where you can start yourapplication and submit your information. And we'll have a couple ofdiscussions and see if you're a good fit for the podcast. And thepodcast is a good fit for you. And Kevin, thanks again for youknow, being able to put your businesses under the microscope but Iam sure that potentially created a little bit of unease. But to beclear, I really am very impressed with everything that you'reoperating and running on your side. You've really built a prettyneat business for yourself. And it's great to see how all of thesedifferent components are tying together and it sounds like thereare even bigger and better things, you know, in the future for youand these events moving forward. Hey, hope so, thanks, man. Thanksfor joining the master and Modern Marketing Podcast. Kevin, and foreveryone else, listening. Until next time, onward and upward,

Announcer 48:10

the master Modern Marketing podcast with your host LionelJohnston, lovers of marketing and growing small businesses youenjoyed today's podcast, please rate and review. We'll catch younext time on the master Modern Marketing Podcast.

Master Modern Marketing : Master Modern Marketing: Featuring Kevin Burgin, radio host and festival organizer (2024)
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