A podcast that feeds food & beverage brands

Ep 55: Jason Gabler / VP of Sales at Adentro, Data & Digital Hospitality Guru

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If you’re a restaurant owner or marketer and you’re not laser focused on digital hospitality, Jason Gabler can help you make it happen. He’s VP of Sales at Adentro, a platform that pairs with a restaurant’s in-store WiFi network to help it better understand and market to its customers based on customer visit behavior. In this episode, Joseph and Jason take a closer look at digital hospitality (and now restaurants can do it more effectively), how to make data more actionable, and why no one on Earth wants to be blasted by an email from a marketer.

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Ep 55: Jason Gabler / VP of Sales at Adentro, Data & Digital Hospitality Guru
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Show Notes

Adentro is a marketing solution designed to increase guest foot traffic in restaurants. The platform pairs with a restaurant’s in-store WiFi network to help businesses better understand and market to their customers based on customer visit behavior. 

Adentro works similar to how a tracking pixel on a company’s website might identify information about a site visitor and their interests. Using WiFi, restaurants are able to do the same thing because the WiFi is passively detecting devices every 30 seconds. And while that detection isn’t gathering identity information about the diner, Adentro makes that detection actionable by working with third-party channels like paid social, display or CTV.    

Digital hospitality means that every guest experience is measured and everyone gets a personalized experience with your brand. 

Brands often succeed not because they’re spending more on marketing, but because they’re being human and connecting with consumers on a human level.

Quotes

Adentro is a marketing solution designed to increase guest foot traffic in restaurants. The platform pairs with restaurant’s in-store WiFi network to help businesses better understand and market to their customers based on customer visit behavior. 

 

Adentro works similar to how a tracking pixel on a company’s website might identify information about a site visitor and their interests. Using WiFi, restaurants are able to do the same thing because the WiFi is passively detecting devices every 30 seconds. And while that detection isn’t gathering identity information about the diner, Adentro makes that detection actionable by working with third-party channels like paid social, display or CTV.    

 

Digital hospitality means that every guest experience is measured and everyone gets a personalized experience with your brand. 

 

Brands often succeed not because they’re spending more on marketing, but because they’re being human and connecting with consumers on a human level.

Transcript

00:00.00
vigorbranding
Everyone today I’m joined by my good friend Jason Gabler from a dentro. He’s a vp of sales and although that’s his focus we’re gonna be talking about so many things today that are not sales related so stay tuned and I hope you love the episode Jason say hello give a little bit backstory.

00:17.39
Jason
Hello Joseph hello forktails audience. It’s really great to be here and I’m grateful for the time today I’ve been with a dentro for about None ars I was initially hired as an individual contributor on the sales side and over that time we’ve evolved a lot as a company. Um, focusing on none party data helping our clients and partners leverage that data to drive success for their business and and prior to that I had a background in recruiting and management consulting. So overall primarily in the tech space and and over the last five years specifically with a focus on the restaurant industry and hospitality.

00:50.28
vigorbranding
Excellent, Yeah, there’s I think data and technology are I mean the biggest buzzwords in the restaurant industry. Finally I feel like it was something that we sort of talked about for a little while and then the Pandemic just has like stopped everyone in their tracks and like okay now’s the time but it’s it’s safe to say that like.

01:05.83
Jason
Um, yeah.

01:09.91
vigorbranding
We as humans just all of us we are living in a mobile first society we’re connected all of the time much to the chagrin of my wife and me at times. Um I like had to take the time to actually put my phone away and be present. Um, that’s how connected we are. Um, how has this affected the the restaurant industry positive or negatively in your opinion.

01:31.48
Jason
I Think that the positives and negatives are kind of tied together I think it pushed a lot of people out of their comfort zone that have been doing the same thing the same way for a long time and you know and I I think for a while technology was something that the industry. Half leaned into but shied away from because the metrics around it are very fuzzy If you’re using digital and you’re an online business and you’re measuring everything from you know what? someone’s searching to what they’re clicking to what they’re purchasing and what drove all of that behavior measuring that for a physical business is really difficult. Right? But then the pandemic to your point really kicked it into hyperdrive with not really giving people a choice. It was either. You know, figure out new ways to Adapt or just hope for the best right? And for most of the places that just hoped for the best and didn’t really change or evolve a lot of them are are not around anymore. You know I think the last stat that I saw was ah was you know over 50% of businesses that were around on the restaurant side pre pandemicdemic either closed or totally evolved their business model. So you know I think it’s been something that pushed people to transformation. But I think it also has helped. Move that forward in a way that it hadn’t before.

02:43.38
vigorbranding
Yeah, and and there’s so much that is happening that technology is driving yesterday I got to go eat at a restaurant that actually has the robot server. Um, and so I saw him at the trade shows.

02:56.47
Jason
I haven’t seen one of those yet I’ve seen them at the trade shares. Yeah.

03:01.10
vigorbranding
Yeah, yeah, so this one is active. Um, but some funny things and I know we didn’t intend to talk about this but it’s it’s current event for me. Um one the robot was accompanied by a person to we actually had to ask for the robot because they.

03:13.45
Jason
Do.

03:19.18
vigorbranding
Had it shut off because their words it’s just not very efficient and so I think what we’re seeing is um, some technologies These experimental technologies are either not quite there. They haven’t quite solved the problem or um, they’re they’re actually not solving the problem never will.

03:23.60
Jason
Interesting.

03:32.22
Jason
In.

03:38.25
vigorbranding
Um, it it was pretty interesting because there was theater involved but it was obvious that if a person’s going to accompany it. Why didn’t Why didn’t you just bring my food. You know why is it on this like rolling tray with a ah cat face on it. It’s very interesting but.

03:40.75
Jason
Get here.

03:46.70
Jason
Um, yeah.

03:53.87
vigorbranding
You know during the pandemic we saw Qr codes revive into something that’s used again. Um, and then some yeah but now we’re seeing a little bit of a backlash where people want to hold the menu again and stuff. But 1 thing I think that’s that’s remained consistent is because we’re mobile None people want to connect to a wi-fi.

04:00.35
Jason
Revive and then some yeah. E.

04:13.41
vigorbranding
What what has been some of the barriers to restaurants acknowledging that and offering easy connection like dude I don’t know how many times I have to ask what the wi-fi password is I mean like like why do we have to ask this like.

04:21.20
Jason
Um, yeah, yeah, well and then on the flip side of it. Ah, you know I’d I’d say the majority of businesses just give it away you know and don’t get anything in return and you know and that’s it. Right? It’s something that they’re paying for at every location but most people don’t think of it as an asset. They just see it as another expense and something that we talk ah a lot about here both internally at of Dentro as well. As with our partners is the concept of digital hospitality right? It’s to your point. It’s expected now that everybody has that.

04:50.19
vigorbranding
A.

04:56.95
Jason
Kind of ease of navigating the digital environment for a brand just as much as the physical environment and wi-fi is is a really seamless way of connecting those 2 together quite literally right? And in addition to that. Not everybody uses wi-fi but that’s okay, it’s not for everybody right? It’s just something that is an amenity for your guests and.

05:10.35
vigorbranding
And then.

05:15.88
Jason
When you’re able to make it custom for your business by making it either promote specials that you have or events you have coming up or even just thanking people for visiting customers actually have that resonate and we have a lot of data that also shows that when it comes to tying that you know to marketing and better Understanding. You know, hey when someone visits and then they get an email from us. Do They actually come back in right and and what actually got them back in out of what we were sending them and if you’re promoting on you know, social media right? like there’s all this data of people that you’re branding to right? You’re actually delivering.

05:38.64
vigorbranding
Ah.

05:52.97
Jason
Your digital experience too. But in the restaurant Industry. There’s this huge gap that exists where all you can measure is online if people are clicking and landing on your site or ordering online. But if your main goal is to get feet through the doors and butts and seats. Then that’s something that’s always been missed and you know again, tying it back to wi-fi. It’s something that ah we had a dentro specialize in which we’ll I’m sure well touch a pun a little bit later but ah, but basically it’s It’s really kind of like a trojan horse right? like it’s already in the location everywhere. It’s just a matter of unlocking it and using it to get more actionable data and also enhance the guest experience with digital hospitality.

06:28.73
vigorbranding
Yeah I think data is the operateive operative word in that too because with with the adoption in the obsession of like mobile and and you just mentioned it. There comes data or at least should if you have set up the right system a dentro. Um, there are others out there of course. But.

06:44.10
Jason
Think.

06:48.80
vigorbranding
That comes a lot of data and I think we hear marketing leaders who love to talk about the data but actually parsing it and using it is a totally different story. How have you at Adentro approached distilling that data and I think most importantly, making it actionable to see results.

07:04.64
Jason
Yeah that’s a great question I think there’s really None pillars that we focus on there’s NoneT -party data capture right? which is helping you as the business owner operator understand who’s actually visiting your locations. What’s their actual identity and that’s by a user opting in. Not by just measuring if they follow you on Facebook but them actually giving you their contact when they connect with you and then the other side of that is augmenting that contact with customer visit data and a comparison that I love to make especially you know with people like yourself where you’re very savvy on the digital side. Especially you know when it comes to just your experience on the agency side of things I think that wi-fi has essentially transformed into like a website experience right? Like if you land on a website. Let’s say http://target.com and you land on their site you navigate through a few pages. Pixel catches you right targets able to see did a unique none time visitor land on my site is this a repeat visitor on my website and from there they can retarget advertising to me or they can use that data to build better lookalike audiences because they know I visited their site so people like me would likely be. Low-hanging fruit as well. If they have similar profiles to myself now in all of that process target still doesn’t have my identity but that’s actionable data of a website visit. So with wi-fi we’re able to do the same thing because every 30 seconds wi-fi is passively detecting devices. So even if people aren’t necessarily connecting and giving you their contact that detection is still happening and what we do is make that actionable with none d-party programmatic advertising channels like paid social or display or Ctv and then to close that loop.

08:40.49
vigorbranding
Just.

08:55.25
Jason
But the firstparty data going back to that Target example, if you’re on http://target.com and then you actually enter your email and you sign up for the newsletter they get your direct contact. They can do None to None marketing with you with that none party data and then they’re able to measure that success as well. So same kind of thing applies to that web. Site experience with the wi-fi experience where if people connect to the wi-fi and they give you that email then you do get their identity and you can do that 1 to None and then make that data actionable. So at a high level that’s really that holistic system of the type of actionable data that that we’re talking about but now at the physical level. Of customer visit behavior instead of online visit behavior.

09:31.60
vigorbranding
Yeah, it’s pretty amazing stuff and and obviously the wi-fi is just one area where we’re getting that kind of data. Um I think it suffice to say you can easily get drunk on the data If. You’re not careful and you know lose lose touch of the bigger picture at times. Um, one of the things in the adentio system that that I also want to unpack is one of the core things is the email marketing and y’all call smart emails some may call it automated or automation or triggered emails. Um.

10:02.37
Jason
If he.

10:04.41
vigorbranding
How effective are they because I think a lot of people see email as sort of this old hat marketing thing um is is email marketing dead or does it just need to be rethought.

10:13.94
Jason
I think it needs to be rethought I certainly don’t think it’s dead because I believe that now more than ever people are leaning into it because none party data is is really more of a priority now than ever when it comes to smart emails. What. What we refer to as smart emails are really visit triggered emails right? so because we’re augmenting a none t-party contact of an email in your database with their visit behavior. For example, did that person come in wants and not come back were they detected for None or 3 more visits. Did they come in None times have they not returned for a month all of those visit behaviors are passively detected once that first connection is made and so from there you’re able to actually set up visit triggered emails. So if someone connects with you that none time hey thanks for visiting. We’d love to see you again soon here are happy hour specials and events we have coming up over the next month if you want to come back in now.

11:05.86
vigorbranding
Man.

11:09.92
Jason
Generally on the open rate side of email marketing like let’s say you’re sending out an email blast to everyone in your database if you could hit close to a 20% open rate that’s considered success right? If at least 1 in 5 people actually open that and read it now with those? Yeah yeah, it’s actually considered very good. Yeah.

11:18.46
vigorbranding
Um, 20% consider very good I mean yeah.

11:29.19
Jason
Now what these visit triggered smart emails right? where we’re actually sending it out based on if it’s is someone’s none time connecting with you or if they come back for a second visit. They don’t need to use the wi-fi again because that device is paired with the contact that they connected with and so once they leave after that second visit. Cheers! you’re becoming one of our best guests if you hit None visits. We’re going to give you the next round on the house right? And as you know too like those customers that you’re reengaging with that’s your pipeline for new customers too right? like food and beverage is one of those industries where if you get someone to walk through your doors. How often is it that it’s just None person on their own right? It’s it’s usually them also sharing that through word of mouth.

12:06.33
vigorbranding
Okay.

12:08.14
Jason
Getting people back in with them and and the main success that we see with those smart emails by triggering based on visit behavior instead of just a None ne-size fits all kind of a blast generally on average those get 50 to 60% higher open rates than a general newsletter. So what we tend to see. Is for those smart emails between a None to 45% open rate now the key metric though just to bring it all together is again. Did they walk back through now historically in the industry. All you can do is measure if you put out an offer or if you’re promoting a special How did our special move this week or or how many people actually redeem that offer and if you get a None redemption rate on offers generally that’s considered a success because of how many you send out but again like people like me I might get an offer I generally don’t really read through my email and certainly don’t generally remember to bring it up when I go into a restaurant.

12:52.86
vigorbranding
Um, right.

13:05.60
Jason
But it’s about staying top of mind with people and with these emails you can still measure offer redemptions and you know how it correlates with specials moving and things like that. But what our system does is we use that detection through wi-fi to then tie it back to email campaigns. So if that person got an email. And then physically walked back in for another visit within seven days we measure that as a walkthrough now they might have come back in two weeks later or three weeks later but for us to help you measure did that email actually influence getting that person back through the doors for an incremental visit within a short timeframe.

13:35.96
vigorbranding
A.

13:40.16
Jason
Seven day window is key and and generally those are the kind of benchmarks that we talk about with our partners and clients. So the the open rate is great. Certainly don’t want to diminish the importance of that. But what is greater is the actual outcome right? Like the reason why you’re sending out those emails and measuring opens is with the hopes that.

13:57.74
vigorbranding
Yeah, absolutely when I think most most you actually said the dirty word a second ago blast. So I I am in ah, an outright war of a lifetime and I use that word on purpose to just.

13:58.20
Jason
Those people are coming back in through your doors.

14:06.97
Jason
And.

14:16.41
vigorbranding
Take away all the violent words in marketing and outside of Target Market My my second Booggieman is the word blast because I think it’s the wrong mentality. Um, when people say Blast Email or E Blast or email blast. Um.

14:27.82
Jason
And.

14:34.90
vigorbranding
To me I just cringe because nobody wants to get blasted by a brand. No one’s walk around saying gosh you know things are boring I Really wish I could get blasted right now and not drunk but like blasted by um and so I think that mentality though then manifests.

14:37.17
Jason
Yeah.

14:43.66
Jason
Yeah, with hippa.

14:52.71
vigorbranding
Wrong thinking in marketing which is hammering through deals hammering through eat my food eat my food. It’s the best. It’s the best as opposed to creating conversations. Um and delivering value now of course a discount is a value in some form.

15:02.56
Jason
Yeah.

15:09.70
vigorbranding
But so’s information so’s inspiration. Um, which needs to align with the brand so in your in in your experience. How can brands be more effective in that way and and have you seen brands that go beyond that Blast mentality.

15:25.80
Jason
Yeah, yeah, for sure, it’s ah that’s a great way of putting it take the violent words out of marketing I’ve I’ve never heard that before but you’re you’re very right I mean and I feel I feel like it. It should be thought of as a campaign right? like you’re Ultimately, you’re you’re making an objective. Yeah campaign I Actually yeah I guess.

15:37.72
vigorbranding
Another violent word. Yeah, it’s it’s based on war campaigns. Yeah yeah, I’m I’m trying to get initiative or effort promotion could be 1 ah efforts just and and a general effort.

15:45.44
Jason
I Guess yeah yeah, that’s true. Okay, so what to show you initiative promotion is promotion violent. Okay yeah, effort email effort. Yeah, but but on that note I mean that that just goes back to why? it’s so critical to engage with customers in a hospitable way right? where.

15:55.48
vigorbranding
Yeah.

16:04.82
Jason
Digital hospitality means that every guest’s experience is measured and everybody gets a personalized engagement based on their experience with your brand and with your physical location and an example that I love to use with. The ah the bw word with with the email plust but we’ll use ah the email effort is a client that I have down in Pensacola and they actually have a large amount of tourist traffic but they’re one of the most popular well-known.

16:22.28
vigorbranding
Yeah.

16:39.31
Jason
Ah, like kind of home based locations within that community. So even though people come from all over the country and actually all over the world and and I’ll I’ll name drop them and give them a shout out. It’s florabama. So if if you guys know the famous Kenny Chesney song florabama is is definitely a great one and and they they’re so well known.

16:47.57
vigorbranding
And.

16:57.61
Jason
Globally honestly, as a as a top entertainment venue and concert venue. It’s right on the beach on the border of Florida and Alabama and and None of their goals was their Tripadvisor rating wasn’t that great right? Ah and they didn’t have that many people actually sharing reviews on there. But when people travel from out of state. That’s the main thing that they look at for what to do when they’re in the area. And so what they did was because they have such a strong local following of regulars that just live out there and hang out by the beach and go there for a drink and hang out by the yacht club and all that they did an email campaign promotion in email. Ah communication. With their customers but only sending it to people who had visited their location at least None times in the past year and they sent this email campaign promotion out to sorry I’m going to need to break they sent this email. Um.

17:43.36
vigorbranding
Yeah, how about how about we do this just call it call it email marketing message. Just yeah.

17:51.97
Jason
They sent their email marketing message out to a group of over None people who had visited over None times over the course of the year and within a and basically the ask was hey we see that you’ve come in and you’ve love it here so much. We’d love for you to share your experience by leaving us a great review on Tripadvisor. If. You do you get entered in a raffle to win free concert tickets right? And yeah, and just like a thank you kind of thing but like hey we’d love for you to share the love because obviously this is the kind of place we want to keep getting people to experience because it’s such a unique, amazing venue and and so they sent that out to over None people and within a week

18:09.58
vigorbranding
I Love it.

18:27.87
Jason
Had over 65 star reviews published from that 1 camp from that 1 email marketing campaign. So still couldn’t break it. But yeah.

18:32.21
vigorbranding
That’s great. Well and what I love about that too is um, it does tap into something restaurant leaders marketing leaders for restaurant brands of all sizes they can give very myopic on the only value they have to offer is by devaluing their own product now. Discounts. Coupons They have a place I don’t hate them. But that right there is thinking outside of that norm being not myopic and thinking what do my people really want sure they’re coming here for the food. Sure they’re coming here for the drink and that’s amazing, but they also want the entertainment.

18:52.19
Jason
Is.

19:08.40
vigorbranding
That is ancillary to our brand. It’s it’s symbiotic I should say why not offer them that you know and that’s that’s ah, a really low-cost way of doing something very high value to people and actually I saw that in play here in a brand that’s now defunct called yaburger in Georgia.

19:16.31
Jason
Yeah.

19:24.77
vigorbranding
Now they got a lot of traction I’m not sure why it inevitably went on the business but they did get up to and like I think 3 or 4 locations and None of their things was they would offer concert tickets. You know as a part of like their email marketing program. Um. And it. It was highly effective I mean it got my attention every time even if it wasn’t an artist I wanted to see now where that fell flat was they really didn’t do much else with music for it to make a lot of sense and I think in this particular place that you brought up. It makes a ton of sense to have it be um, a part of who they are.

19:45.73
Jason
Um, yeah.

19:56.52
Jason
Um, yeah.

20:00.67
vigorbranding
And think that comes into like the holistic brand strategy and what does this brand really stand for um, which is quite great and sorry for putting you back on your heels with ah with the with the verbiage.

20:04.35
Jason
Um, and the no you’re good. You. It’s it’s interesting. Ah you know way back in the day in my past life when I was when I was still going to college I actually took acting classes and. It was highlighted to me then the power of the word um and like and how it’s such a filler in between words and I I Definitely still do it every now and then but once I’m made aware of it. It’s hard for me to not like catch it every time I Do it. So Ah, I’m going to get better over time. But you’re going to need to bear with me.

20:22.79
vigorbranding
Um.

20:36.41
vigorbranding
Yeah, yeah, you have to help me ah in my mission to you know completely I Want to say degaze. But that’s not the right word. Just I want to just take it out of our vernacular because it actually it just from the very minute you start using those words. Perception of marketing communications and advertising endeavors. It’s it’s wrong and I like to think yeah.

20:59.77
Jason
Well, it’s it’s shotgunning it. You’re just shotgunning it out there. It’s not strategic. You’re not, You’re not thinking in a personalized kind of way right? and and also again it goes back to like that new age concept of digital hospitality where like everybody wants to feel like they have a personal connection with your brand because they do.

21:11.91
vigorbranding
Right.

21:18.69
vigorbranding
That’s right.

21:19.24
Jason
So if you’re if you’re sending out a blast whereas the same message to everybody and you send it out twice a month then you might as well just be mailing out flyers right? I mean it’s basically doing the same thing where people might open it. But you know you’re not going to see many people act on it.

21:26.21
vigorbranding
That’s right.

21:29.91
vigorbranding
Yeah, and you know with flyers. It’s a 1.5% return is considered generally successful. Um, but I I love what you said about the the digital hospitality because that actually paints the the right picture and so the reason why I just like this violence in in our vernacular. Is because I like to think of all communications marketing advertising branding all of it as a real-life scenario and if you spoke to another human the way brands tend to speak to their market to their patrons. You would have zero friends. Nobody would want to hang out with you I mean could you imagine you like you come up to me like hi my name’s Jason like you should buy my product. It’s the best product all products that you’ve had before mine are not nearly as good. You’re gonna be like great. So I’m gonna head over here and not talk to you anymore yet.

22:20.47
Jason
Um, if.

22:24.17
vigorbranding
That is what’s done more than I would care to admit. But I think when you start to think of your brand and your communications as a human interacting with other humans. You get what? you just said which is that that digital hospital or just hospitality in general like.

22:34.76
Jason
Um, yeah, well and some some of the best brands that I’ve had had the fortune of working with I think what sets them apart is they start with culture. It’s really like what’s the culture of the people that come in and experience our brand and how do we continue to evolve our brand around that right and and then shaping that because then people become part of that culture and it’s it’s contagious and again like once you can have that resonate with people that come through your doors.

22:52.28
vigorbranding
Um.

23:04.84
Jason
That’s your pipeline for new customers I mean obviously there are lots of different ways to to try to acquire new guests. But at the end of the day like your your existing guests. Those are the ones that are the advocates for new ones right? So by making that experience as.

23:15.90
vigorbranding
That’s right.

23:18.28
Jason
As engaging and personalized for them as possible is is critical because it’s not just going to get them back in. It’s going to continue to feed that.

23:22.63
vigorbranding
Yeah, and the byproduct of of when that’s done right is increase in check averages and traffic and all of that and I feel when ah people can be almost um, crippled with Curiosity intrigue and jealousy when they see.

23:29.83
Jason
Oh yeah.

23:41.21
vigorbranding
A brand who just seems to be winning and they can’t crack the code. It’s like oh it’s because they’re marketing better or this usually it’s just because they’re being human. You know they’re not afraid to admit when there’s a mistake they’re not afraid to say I’m sorry but they’re also not afraid to stand up for themselves and say no actually you’re incorrect or.

23:42.43
Jason
Yeah, yeah.

23:48.87
Jason
In.

24:00.78
vigorbranding
Your perceptions of this are are very different than what actually happened and then we’ve seen that on some Yelp reviews and everything. Um so diving into a dentro. It would be great just I think for listeners to have more of a holistic like this is what we do you kind of got in some tidbits here. But.

24:14.41
Jason
Picture e.

24:16.77
vigorbranding
Let’s hear the elevator pitch and the only reason I’m doing this is because I have been very impressive The system I have seen successes I’ve seen the way clients perceive the system as well And so I’m pretty hyped up about it and I want some of these folks to hear it too.

24:30.60
Jason
Sure? Yeah I appreciate it and and basically to give a little bit of background about ten years ago adentro pioneered wi-fi marketing technology. So nowadays. It’s pretty common right? if you go into any Starbucks or hotel or airport. Most businesses nowadays. Enable free wi-fi they have that custom portal and most fandb brands are now catching up. Believe it or not most still don’t do anything to have that guest experience. But basically that’s what we pioneered so when a guest goes on to wi-fi instead of just landing on a generic password page and them having to. You know, enter enter the password find your network. It comes up automatically, it has your brand image and logo on there instead of a password it asks them to connect with their email. They only have to do it that none time and from that point forward they can go online every time they come back. It’s as easy as going on their home wifi network. And for you the the critical piece of it on the business side is the data under the surface because again every every 30 seconds wi-fi is detecting devices just like if you go into your smartphone settings it detects the wi-fi networks and so what we’re doing is unlocking that data. And tying it to identities of people who convert through your doors and because a dentro has been around for so long now we’ve built a network of over None users across the us of people who just organically by going into restaurants bars cafes hotels have just. Opted into sharing their contact through wi-fi and the most exciting thing about this is again the data under the surface and the way it’s continuing to transform not just how businesses can leverage wi-fi but also how consumers experience wi-fi ah, for example, you know to now bridge it to the future. Of all of this adenttro is actually partnered with what’s called the wireless broadband alliance and our role in this is enabling what’s called open roaming across the us and the major carriers for example, like a teammobile or an at and t what they want is an easy way for consumers. Who have smartphones which is 99% of people nowadays or at least it feels like it those people need to be able to seamlessly get off a 5 g onto wi-fi right? because that’s going to help five g continue to be really efficient. So that’s a key initiative for them. On that same note Apple and Samsung and Google and these manufacturers of these devices they want to make sure that users have a more secure wi-fi connection as they’re roaming from location to location so that way their data is protected and so it’s important to them to build a secure wi-fi profile for users and actually.

27:01.96
vigorbranding
And.

27:08.97
Jason
All Google and Samsung devices now have these preloaded on Apple within the next year or 2 is poised to do this as well and basically what that means is within the next few years when a user goes into any location that has this wi-fi setup ultimately people aren’t going to need to search for wi-fi. It’s just going to welcome them in with a pop-up so again, that digital hospitality. You know, thanks for visiting Joseph’s Pizzeria I don’t know why but I just got the sense you would open a pizzeria one day but but I think that. Ah yeah, right? But ah actually I want to learn about that though because I know you’ve shared some ideas with me I want to get into what your restaurant would be that you would open.

27:32.20
vigorbranding
Um, because I love pizza.

27:47.39
Jason
Because I’ve got that’s my retirement plan one day so we’ll we’ll see but ah yeah, some retirement plan. But anyway so yeah, right I don’t know it’s It’s one of those things where I guess like being on the other side of it working with so many people in the restaurant industry it. It seems like a really fulfilling thing.

27:51.10
vigorbranding
Yeah, was going to say yeah retirement’s meant for relaxing. What are you talking about.

28:05.60
Jason
But ah, but then at the same time I’ve heard enough stories to know that it’s definitely not going to be a retirement plan but ah anyway I know that was a bit of a tangent but bringing it back to a dentro. That’s that’s our focus is unlocking data that is meaningful for you as the as an agency as a business operator as a technology. Managed service provider and also making wi-fi experiences more seamless for consumers and being able to to kind of bridge that gap between physical and digital.

28:31.95
vigorbranding
I Love it What kind of successes have you seen with the system and any any that you’re allowed to call out and share.

28:38.29
Jason
Yeah, for sure I think I think some of the successes are in the same area that we touched upon to start. For example, you know with doing email marketing efforts something that is really critical with that example that I alluded to with florabama.

28:55.23
vigorbranding
And man.

28:57.76
Jason
Is they used visit behavior to target that. So even though it wasn’t visit triggered where it was automated like a smart email. It was still leveraging the fact that they know that these people visited at least 5 times in the last year in addition to that data that we specialize in unlocking is.

29:07.75
vigorbranding
A.

29:15.63
Jason
Through passive detection through your wi-fi networks. For example, we program wi-fi for most of our F and b clients to automatically segment people who visit during lunch hours versus happy None right? So if if I visit say between None and 6 p m on a weekday. I don’t need to connect to the wi-fi during that time to be segmented into that happy hour audience right? And if I came in during mother’s day weekend or father’s day weekend right? If if you have it programmed to segment out to understand everyone that visited that Weekend. It will do exactly that. And what that enables is being able to again strategically market for a specific goal but based on a relevant audience of who actually came in during those times. So an example that I love to use is actually ah a local one out here in Arizona new where I am with four peaks. Ah, they’re a brewing company. They’re actually part of the anheiser Bush family who’s a client of ours and and basically with four peaks they had the goal of increasing their happy hour traffic during the summertime because a big driver of their location is all of the students at the university here and during the summer

30:20.43
vigorbranding
Here.

30:24.59
Jason
I don’t know if you’ve been to Arizona in the summer but it’s not really a time of year that people choose to stay here if they don’t have to certain. yeah yeah I like it too once it crosses None I think that I think that’s my I think that’s where where my bar is but ah.

30:27.71
vigorbranding
I Like to heat.

30:33.44
vigorbranding
Ah, great way to keep in shape.

30:41.10
Jason
Yeah, but they have all these data of people who had visited during happy hour and so what they did was a couple of different things. They firstly reengaged people who were in that happy hour audience to try to get them back in the bigger thing they did was leverage that data with their paid social advertising on Facebook and Instagram. And so instead of just running a happy hour ad to try to get more people in for happy hour. We actually help them use all of the data of the types of people who have actually visited most frequently during happy hour over the last six months and also looking back at last summer’s data. And then we use that to build more sophisticated lookalike audiences of people who have similar behaviors to those in addition to that another thing that a denture is able to do is use our network of visit behavior as I mentioned we have a network of over None people and here in Arizona I don’t have the number off the top of my head but I want to say it’s around None or so right? So figure about 1 in 4 american adults are within our network now what that means is what we’re able to do is use the geo-fencing component of Facebook and Instagram targeting. And combine that with our real-world visit data that’s detected through these wi-fi networks through that broadband alliance that I talked about and so what we’re able to do is not just target based on lookalike data of who their own happy hour guests are but also target based on who’s visiting other bars and restaurants within a ten mile radius

32:04.27
vigorbranding
That.

32:13.30
Jason
But have not visited 4 piece and so what we’re doing is actually layering in a component of not just targeting better lookalike audiences based on their own data but also targeting based on who’s actively going out still during the summer season and what we saw was over a two month period that their happy hour sales went up. Double digits as a percentage month over month for two straight months yeah and there there are other examples like that. Um you know I’d say that the biggest one though again is is how we start with the simple mindset of capturing the data then making it actionable right? because a lot of places capture data and.

32:34.10
vigorbranding
That’s amazing.

32:44.44
vigorbranding
Um.

32:51.50
Jason
I Think that’s really the paradox of the age we live in is it’s a golden age and a rich. Ah everybody has wealth of data. But it’s so hard to connect it all in a streamlined and simple way and to make it actionable right? So this is one of those things where what we help do is automate that integrate walkthrough data with digital initiatives.

32:54.79
vigorbranding
Um, that’s right.

33:09.20
Jason
And then on the backside of it be able to actually match the return with the effort so that way they could see how many happy hour customers actually saw these ads and then physically walk through our doors so they can see for every dollar they put in. They generated about $4 in return.

33:23.12
vigorbranding
Yeah I love that man’s it’s constantly impressive. What’s able to be done especially with a dentro systems that are ancillary symbiotic to it. Um, it’s it’s a brave new world and and and every day is it’s just amazing to see this stuff happen. So I think the most important question. Out of all this is if you had None final meal where would you eat? What would you eat and why.

33:47.70
Jason
Yeah, this is a great question I actually ah I was doing a lot of thinking about this this morning and I feel like I don’t think about this enough right? Maybe none of us do but ah I’m going to go with I got to give like None answers because okay, my none answer is. I would I’m I’m a jewish boy from queens so just a little background on me. So if I truly had a last meal I think it would be with my family we would do chinese takeout from our favorite place. It’s called King Walklk shout out to kingwalk most people wouldn’t know it unless less they’re in that area in queens but ah.

34:18.24
vigorbranding
Um.

34:23.55
Jason
But that would be it I mean it’s one of those things where again, it’s around an experience in a culture that was such ah, a cultural thing for me like you know every couple of weeks or even once a week we would do that as a family and I got I would get the same dish every time for years you know like 1 of those places where it was roast pork with shrimp and broccoli and brown rice.

34:34.58
vigorbranding
What was it. Wow. Nice. Nice.

34:43.41
Jason
yeah yeah I know my yeah, not many people would choose that as their last meal but ah, but it’s it’s got a place in my heart and and the the other one I’ll augment that with is ah my wife is Columbian I got married last year and and since then not even since we were married honestly since since she started cooking for me.

35:02.10
vigorbranding
Um, yeah.

35:02.32
Jason
Ah, colombian food’s my favorite food now and I got to actually travel there and spend time with with all of her family for the None time just a few months ago and had like the authentic colombian food and and I honestly it’s it’s hard for me to just say chinese food now which you know I’m sure you could imagine as a jewish kid from queens.

35:15.44
vigorbranding
Yeah, it’s amazing but hey Colombian fish Delicious man I I feel Yeah, that’s great.

35:21.37
Jason
To have something compete with chinese but ah yeah, there’s not enough of it out here either I live in Arizona there’s like 1 colombian plays and it’s good. But you know we’ll see maybe that maybe that’s the next phase. Yeah yeah.

35:32.81
vigorbranding
Yeah, same thing with Puerto rican food. Yeah people people usually go to the cuban cuban food because of course the Emmy and thosehi sandwiches and things like that. But you know I love I love Puerto rican food and I could feast on it for hours. It’s amazing. Well no no I just

35:46.66
Jason
Nice. Is there a favorite restaurant you have or yeah yeah I was gonna say I don’t I don’t really I don’t I don’t know if I’ve ever seen a Puerto rican restaurant in particular. Yeah.

35:51.75
vigorbranding
There’s none to find really here in Atlanta. Um.

35:57.67
vigorbranding
In New York yeah there were there was some up on ah upper west side for a little while that I really liked. Um I don’t know if they’re there any longer. But best place to get it is in Puerto Rico so that’s that gives me reasons to go back. That’s right.

36:05.26
Jason
Guys.

36:10.59
Jason
So that’s where we’re doing our next podcast right? that’s.

36:15.30
vigorbranding
That’s right? Well hey man this has been great. Thanks for taking the time out of your day. Ah, where can people connect with you and a dentro.

36:21.53
Jason
Yeah, thanks for askingskin and and thank you for the time too. It’s always great chatting with you and and it’s great to chat through some stories together. So as far as for myself, my name is Jason Gabler again and so you can find me on Linkedin and similarly with adenttro if you go to http://adenttro.com. We have a oneminute video. Does a great job of ah pretty concisely summarizing all the different things that you can do with us and and if it seems interesting reach out. But either way, thanks so much for listening and again Joseph very grateful for your time and also just for the experience of getting to be on forktails. So thank you.

36:55.50
vigorbranding
Heck yeah man. Thanks so much until next time.

 

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