David Steel Talks Cutting Through the Noise With Your Marketing

Lucy Connor
18 June 20
35 min listen
David-Steel

In this episode, we had a great conversation with David Steel. He is the Chief Viral Officer of Sneeze.it, a social marketing and consulting firm, specializing in the design and implementation of social and word-of-mouth marketing for small to medium-sized companies.

David talks to us about building out and targeting different personas, the process behind creating a better offer than your competition, and how to craft the right messaging and creative for your online campaigns. He also gives his thoughts on what gyms and studios need to be doing in an industry affected by COVID-19.

Episode Link

This episode of The Fitness Founders Podcast can be found on Spotify, Apple Podcasts, and anywhere you get your podcasts.

Transcript

Kevin: How is it going everyone and welcome to The Fitness Founders Podcast. I’m Kevin Mannion, VP Marketing here at Glofox. This week we talk to David Steel, the Chief Viral Officer of the fitness marketing agency Sneeze.it. David walks us through the basics of building a successful local marketing campaign, how to frame your offering during COVID-19, and how to cut through the noise in a competitive online world. Let’s have a listen.

David Steel, welcome to the show.

David: Thank you. Thanks for having me.

Kevin: Great to have you on here. Obviously we’re very keen to talk to you today around lead acquisition and customer acquisition. Lots of gyms and fitness studios out there now are starting to think about reopening and getting their marketing going and I think maybe let’s start by just tell us a little bit about you and your business. 

David: Sure. So Sneeze It is an agency that focuses on customer acquisition which includes everything from lead generation all the way down to the emails and communication with prospects to get them to become members. Our focus has been primarily the fitness space where we help health clubs find and attract the right prospects that will eventually become members. There’s a couple key metrics that we look at when we start looking at this and what we’re looking for a club. Obviously, it’s everything from demographics, to messaging, to creative, to help them maximize their conversion at the end because at the end of the day is you bring members to the bank. Leads are leads for that matter.  

Kevin: Maybe let’s touch on just one of the things you mentioned there. You spoke about finding the right members or the best customers. How important is this in your opinion to be focus around the type of person and customer that you are going after?

David: That’s a great question. I think when health clubs open for the first time, a gym start their business, right. They are just happy to have any member they can because they figure they might as well attract a large for their business. And what we’re finding is that overtime there are certain members that make the best customer, right, and those are the ones that utilize personal training and buy a shake at the juice bar. There is a certain group that maximizes your revenue of per member, right, and allows you to give the best experience possible especially in this world of low price, high volume type clubs taking on a lot bigger younger audience. I think knowing who your customer is as you grow your business becomes extremely important so you don’t waste money and you maximize as much revenue as possible for each member coming through the door. 

Kevin: Yeah. We’ll definitely dig more into that a little later. Before we kick into the main topic, maybe just tell me we’re in the middle of coronavirus here. What has change in your market in the last 8 weeks?

David: We’re starting to see gyms open up, and what we thought at first was is that gyms are going to open and it’s going to be like a big swamp that nobody is going to come. And we’re seeing the opposite. We’re seeing that certain clubs are going aggressively at marketing online memberships or just memberships in general, are doing quite well. In fact, we’re calling it the new January when they open up because they seem to be getting more leads at a lower price and more conversions than we thought possible at this time.

Kevin: Okay. I suppose what your experiencing is certainly maybe a little bit less competition and a lot of interest out there right now. 

David: Well, I think at competition for the most part we’re talking more about that is kind of the same. I think people are taking… We look at what’s happening in the fitness industry, we call it 3-prong approach. We have people that are waiting and seeing what’s going on. People that are going to pursue with caution and people that are ready to go. I think owners form the same category. I think some owners, the decrease in competition, is not necessarily because they haven’t opened their doors. It is because they’re looking out there and saying I just spent two months with my doors closed. I lost a ton of money. I don’t really have a lot to spend on marketing, let me hold off and wait and see. While there’s other gym owners that are going full force and those are the people that we see are succeeding. 

Kevin: Yeah. And I think if they’ve got finances, if they are in the position to do that, then there’s obviously success to be found out there.

David: I think I would raid my kid’s piggy bank at this particular point in time if I didn’t have the funds to go market. 

Kevin: Okay, let’s dive in and there are probably some key things that anyone who’s either starting to do some marketing for a gym or starting to work in an agency needs to understand. So let’s help people understand some of the main terms or things you need to know when you’re building up a digital marketing playbook. Let’s start with personas, and you touch on it a little at the start there, but tell me what a persona is and how you go about building one of these for the gyms that you worked with. 

David: A simple way to think of a persona is that if you look at what your perfect member would be and you’re able to see all the demographics and psychographics about them – what they like to do, how much money they make, where do they live, their gender, are they married, anything you could find out about them. And you say, that’s my perfect member to say spend the most amount of money. And what you do is you build what we called cohorts which are groups of this persona that you want to go after and attract. Think of this, it is called an avatar back in the day, where you try to pick out and create an avatar for a perfect member. 

Kevin: Okay, so that might be somebody who’s male, age is 35, certain amount of income, married, has two kids, like that level of detail? Is that how you typically do it?

David: The more detailed the better because you can always take things away.

Kevin: Got it, okay. 

David: Right? You can’t necessarily add things back in but you could always take things away. 

Kevin: I’m sure you encounter when a business owner comes to you and says that they’ve got 3 or 4 ideal members. Is that possible or…? 

David: They should actually have a lot more than 3 or 4. 

Kevin: Okay.

David: Because if you think about it, for example, every amenity that your club offers might have a different persona. You might have a persona for somebody who takes… You might have a persona for somebody who use your cardio deck, right. You might use a persona for somebody who does personal training, and you build that several different personas.

Kevin: Okay, so the more specific you get the more of this you have. They are well defined but there can be many of them.

David: Yeah. Think of it like we’re trying to build a club that’s well rounded. You don’t want just individuals that use PT because the rest of your club would be empty, right? So you want to have a good mix of personas.

Kevin: Okay. Once you have, say a good understanding of these personas and who it is you’re going after with your digital campaigns, what’s the next step? What do you do next?

David: Well, there’s two parts that become really important. The first is creative, right. What does the images look like for those people, right. I use this a lot of times when people going to a new market or they are going to presell. They come from one area of the country or of the world, right, and you’re like my concept works here. I’m going to duplicate my concepts which sound great, right. But when you get there, you realized it is a totally different individual. The concept might be great but the messaging needs to change because they might have a totally different goal in mind. 

Kevin: Okay, so what would be some examples of maybe one assumption somebody would have but turns out that reality is different. 

David: We’ve done some work in Saudi Arabia, so I’m going to take it way out of United States for a second. In Saudi Arabia at the time, there was a big diabetic issue because there’s not a lot to do in Saudi Arabia at the time. Now they can watch movies and now they can drive, but a few years ago that wasn’t the case. And so there was nothing to do besides eat and so the audience that was there was not accustomed to working out. Plus there are rules of gender and bunch of other things that are important, but they love American brands. So what happens is a lot of franchise, a lot of companies from there went over and purchase American brands. They open them up and realize that the messaging of getting, it’s not about getting fit necessarily as getting healthy, right. Different message because they’re not even passed that health part of it yet. So different communities in different states or cities in United States or anywhere in the country each location within a 10 mile radius has a totally different demographic than another. You got to be understanding of that when you’re building your messaging out.

Kevin: Where do you start in determining that or really hitting the nail on the head there? What kind of tools would people have to really assess the demographics in the area that they’re opening up? 

David: You can just Google demographics per city and it will tell you the demographics of that city, so you have to start there. And then, feet on the street, you go ahead, you look at the other health club, you join that club in that city, and you see what the membership looks like, you talk to people, and then you get an understanding of what that area is like. Now we have tools that kind of jumpstart that, so you don’t necessarily have to do that part of it, but it’s very easy. If you’re going to open up a club some place, you should at least visit that area, go workout at a club in that area, and understand what people are working out, what are their need are and what they want.

Kevin: Okay. I think the take away from this is that even every town and every area is different. Unless you’ve got a strategy that is tailored to that area, you’re missing a trick even if it seems that this is all just digital ad should work the same way wherever you go. 

David: And by the way, and to that point, language becomes really important because different parts of United States have different language demographics. And with digital ad you can actually focus on those languages, so that gives you an advantage over a club that’s not doing that work. 

Kevin: Yeah. So at some stage, as you’re moving along in your plan here and you’ve got a good idea for the message that you want to get out there, and you’re building ads; say they’re going to go on Facebook, or say they’re going to go on Google. How important is the images that you use and the words that you use, and how should you go about bailing that out?

David: We’ve actually built out artificial intelligence to do that for us that look at 2,500 different aspects of an ad and compare it to another ad. We’re pretty good at understanding things by just seeing it. Because in an ad set that we run, sometimes we’re running 45,000 variations to see which is going to be the best through the simulations that we have. And I know that owners are not going to have that ability to do so. So, for them it’s going to be trial and error and you’ve got to take yourself out of the equation because as business people we know what we like but we’re not our customers necessarily. And so it’s a lot of trial and error. You just going to keep changing it up and don’t stop. We find that for example, we add a tiny cat in the background of one of the images that people work out, and the cost per lead drops 21%. Now, they can’t see the cat per se. You have to look really hard to see it, but that little change made a huge difference. Number of women, number of men in the ad, what they’re doing, where are they located, are they outside, are they inside. I mean all those things have to… so you just create a lot of variations to just test one against the other. Unfortunately, it’s a lot of trial and error but it’s that easy, you just got to create a lot of volume of different type of ads.  

Kevin: Okay. I think it’s probably a bit of maybe an eye opener who are to experience in this area, or some smaller gym and clubs that the best of the best that are doing digital advertising that constantly trying different ads and changing different ads, and changing little things within these ads so that it can become quite a complex process in order to do it right.

David: Yeah, and you don’t know because we had this one club in Maryland that had a picture of an older woman in a swimming pool, and that ad for some reason was doing phenomenal. I mean, so well, we couldn’t believe that… When we put it though the AI it predicted it would do it, but we are like, “There’s no way.” We put this ad up and it was like, it killed it, right. We later found out, they asked us to take the ad down because the woman had passed away. We couldn’t find an ad to replace that well of a positioning. So we actually had somebody recreate that exact same image, exactly like that woman in that pool to rerun it. Again, the results shoot right up. So the creative makes a huge difference. 

Kevin: For someone with limited resources, what would be a good place to start? If they’re developing their own creative and they’ve got limited resources, what would you tell them to do?

David: Take your phone out and take pictures of a man, a woman together – two men, two women, a single man, a single woman – just variety of shots of looks and deals of people. Members do what better than trainers we found. So taking pictures of members is a lot better. So don’t try to create these elaborate photo shoots with your team, just create photos for members, that should be successful. Now, I want to make sure that to protect yourself, you do need to have them sign a release that’s really important. But the best image you’re going to have is a member of your club.

Kevin: Okay. Alright, well I think that’s a good start and I’m sure people are looking at these great photographs of other clubs that are really well produced and spent a lot of money to get a photographer out and do it perfectly. There’s as much a chance that that’s working as there is as your own authentic photos you took on the phone of some of the members that are actually having fun in your own club.

David: Yeah. Don’t just wholesale think that your competition is doing it right. It’s not true a lot of times. They’re doing what they think is best. Let me rephrase it, the agency is giving them images that they think it would going to be best representing of their brand, but not necessarily going to convert the best. And you have the opportunity to utilize your members in a way as, what we call leveraging human capital, to attain results that they just can’t because of who they are. 

Kevin: Yeah. I guess you just never know if you can see the numbers on some of these things exactly what’s working and who’s actually doing well. 

David: Exactly. 

Kevin: Okay. So let’s move on a small bit here, and say we’ve got some creative, and probably the next 2 choices we have to make are: what channels to invest in and maybe what offer to give or offer. If we start with channels like what are the go-to channels for a digital marketer in fitness?

David: Facebook, Instagram which is kind of one. That’s the primary lead generation tool from social kind of things. Now there are Twitter Ads, and some people are using in some parts of a country in the world that are working well. A lot of regions use that. If you’re going after corporate type of sales like human resources and trying to get companies to buy a bulk membership plan for their employees, that is going to be LinkedIn, right. As far as search it’s Google, it’s Bing. Those are two main areas that we focus it on. Now those are for traditional clubs. 

We have some forward thinking clubs that are going back to platforms like TikTok which is a very young demographic. The idea is they are looking for their future customer. I think people look at it like Starbucks, and they look at a lot of these major brands that have been here for so long, and they kind of forget that when they started, they were the outlier, right. And then all of a sudden, they become the ‘it’ thing and everybody is like, “Well, I want to be like that.” But they don’t realize how much work it took to get there, right. They’ve invested in their future customers. And so what they’re doing today, were a lot of gym brands are just investing in their customer for today. 

Kevin: Yeah, okay. I guess it’s a matter of getting the balance right on that bringing people in today versus building a bigger brand. 

David: Yeah, one doesn’t show your revenue right away but you can reap the rewards in the future. One, obviously I give you… Like Planet Fitness for example, they did a great job with their summer promotion, giving summer workouts to college student for free, basically free membership for the summer, because they’re looking to create their future brand so they invest in there. And it took a lot of revenue away from clubs that are used to having a peak in a summer of 3 month membership for college students. They’re able to capture future market by investing in today’s market and also hurt their competition at the same time. 

Kevin: Yeah, that’s pretty smart. So if the core channels for today are Facebook, and Instagram, and Google. Obviously, Facebook and Instagram are very different to putting an ad than Google. Is there a rule of thumb of where you would invest first or does it depend on the market or the type of club? How do you go about working through that one? 

David: It depends on what resources they have. So if you can take somebody just your website for example with Google, chances are you’re going to lose them after they’ve clicked on the site, right, because they want to join a club, they look around and they get lost and they just don’t know where to go. On the flip side, so you’re going to need what we call like landing pages or pages that in destination pages for those ads. And that requires a little more work than creating what we call lead generation ad on Facebook which will require you just to create an image and they could fill a form online and you can get that data that sent you from Facebook. 

I want to warn people this, if it’s easy, chances are you’re not doing it right. Marketing should not be easy. It requires effort and change and thinking out your process. And so if it’s seems too easy, just look at your process and look what you’re doing because you probably going to end up wasting a lot of money ahead of time before you really get it down path.

Kevin: Yeah. Okay. So there’s a little bit of some options there with Facebook or Google, and probably some. Is there a different type of customer that comes through those trials?

David: It’s a different place in the buying pipeline, right, the sales pipeline. If it’s in Google, it’s only called transactional. I’m looking to do it today. So I type in “gym near me”, which is probably the most converting key word that everybody ever purchases for fitness is “gym near me.” Because people say find me a gym near me, lowest price gym near me, or gym near me. So buying that, they’re looking for a gym now, right. When they do it near me, you know, they would take, gym near me in 2 months, which is totally a different thing that nobody dives in. So that’s transactional. 

Consultative is social media. They don’t necessarily are ready to join a gym today, but if you convince them, they will try you today, and that’s a different… So one, everybody’s competing for today to convert, and truth be told is if they gone in either direction into the club, somebody else’s club before they come to yours, you’ve already lost them because about 75% everybody walks into a gym joins that gym before they walk out. 

Kevin: Okay. So I think this is actually a very important although it may seem like it’s a minor detail, but I think very helpful for people who are listening and maybe working with and agency or maybe they’ve got somebody building some ads for them and they are hearing about money they are spending on Google and the money they are spending on Facebook and wondering why they are not getting results. I think in summary, if somebody is spending some money in Google, the types of customers there they are searching for a gym in the location they are ready to buy, so you really need to optimize yourself to take that transaction versus the person who is on social media and they see an ad. You are really talking about persuasion, or maybe you are not selling a membership on the spot but maybe you are getting them in for a visit, or maybe you are just having a phone call with them. It is slightly different what you should expect from each of those. 

David: Yes. In fact, here is the rule of thumb, alright, if somebody fills out, let’s say goes on Google, gym near me, and they fill out a free pass. Let’s say your sales process for your club is you call them the next day. If that’s the case you might as well take a pile of cash go outside, light it on fire and leave. Because you’ve lost the opportunity and you’re just spending up money to try to get them kind of phone ever since. So you’re not only burning money on the ads but you are wasting all of your salespeople’s resources, and time and everything, and nothing is going to work. You have to be optimized to reach out to that person almost instantaneously when they fill up one. You don’t have an option. Because if they go to somebody else’s site and they fill it out and they make an appointment to come in to see that club and whatever it is, then you’ve just wasted your money.   

Kevin: Yeah. We’ll move on a little bit, but, it’s all really about response time and someone’s buy in they are probably going to want to fill out three or four forms. The first phone call they get is where they are going to take the time to walk down and take a look. 

David: Yes, I think so. And you can’t just stop at one phone call. You call, you call. It’s either buy or die. Either they are going to buy from you or they are just going to… You got to be aggressive. 

Kevin: Before we move in to that follow up, just maybe one last question on the ads, the offers. What should somebody be offering on form? Is it a visit, is it a free pass? What kinds of offers perform the best? 

David: It’s hard to really pin that down because it’s really all over the board. Some people are offering months free of membership, other people are offering a free pass. Some clubs don’t offer any free pass because their sales process doesn’t require that. It really depends on the sales process and how the club obtains most of their members. 

Kevin: What advice would you give to somebody relatively new to the site? What they want to do here or how they want to offer or they do want to have a free period or not. That’s really the big decision they are going to make. 

David: Okay, so there are two things you have to do. The first is you’ve got to shop your competition and go through the entire sales process. So you go ahead, you get yourself a Gmail account, a Google number whatever it is and shop the competition. See what they say, see what they are doing, see what emails they send you, learn what they are offering. And actually go ahead and go through the process, like, go to the club and see what their tours look like. Figure out what the competition is doing. The next thing you have to do is do it to yourself. Don’t tell anybody or fill out one of your own forms and see what actually happens and test that out. So compare… It’s really what the market has to offer. And there is no one size fits all. But you look at what the market offers and you come up with a better product whatever it is. And it’s either a better gym which is the shiny penny, it’s newer, it’s cleaner, it’s better with better instructors, or it’s cheaper.

But there are only three categories things fall into. It’s either a financial decision which is how much money does it cost and do I find value there. There is efficiency. Like most people join a gym that’s closest to their home or work because that becomes easy, right, just like a bank. You want to be closest to where you got to utilize the gym because you are not going to drive 20 miles unless it’s a really phenomenal facility to go there and work out especially when you have other things to do during the day. The last one is image, how do you look to your friends and family that you go to that gym? There is stigma to certain gyms and we see them, right. At the end of the day, image becomes important and that’s why you need to shop your club and go through the tour, and the competition, and everything else like that because they will show you what that is.    

Kevin: Yeah. I think that’s a great point. I think it’s probably a massive eye opener for a lot of owners to experience what their potential customers experience and then compare that to somewhere down the road. A lot of people probably haven’t done it and it’s probably going to immediately highlight where the gaps are and maybe some of the flaws in your process. 

David: Yeah. I tell them before they do it to take a valium. 

Kevin: Yeah. I can imagine the reactions in certain situations. Okay, and then, maybe I think you’ve touched on it to a certain degree, David. But tell me a little bit around after that form is filled and the follow up process. Out there in the world now, best practice, how complex and how many touches do these follow up process does typically have?

David: Usually it follows what we call a Fibonacci mathematical sequence which is Day 0 you follow up. Six minutes basically the follow ups on that lead. There are tools to help you do that but six minutes is kind of the magic number. After that, it’s a 50% likelihood okay in the phone after that. After you do your first follow up which is Day 0; Day 1 another follow up. Basically it is 0+1, would be 1, so then the next day, you have another day, so you’re now Day 0, Day 1 and Day 2. And then you add the 2 and 1 together, then you have three more days add to that so Day 5. And you keep building it out until you get to Day 30, and then you reach out to them at least every 30 days. Probably every 25 days just to vary up the day of the week that you’re going to reach out to them. But that’s probably the sequence that I would hold most here. It’s probably through texts, calls and emails. 

Kevin: I think a lot of people would understand the six minutes and it’s probably the most important thing for anyone listening here to learn is it’s not later on today, it’s not some time tomorrow, it’s in real time. It is six minutes after they fill the form you need to try and reach out.

David: They hit enter and their phone is ringing. That’s the goal. 

Kevin: Yeah, that’s the goal. Which I think is the lesson for a lot of people who may believe it’s the evening or they are trying to do both and they are on the floor at the gym and they don’t have time to check this stuff and then they follow up at night time. There is a big difference between that.

David: We have tools to do that. We have a tool that ties into people’s CRM. They will do what we call a voice drop which will leave a message in their voicemail. Their phone will ring once but they won’t be able to pick it up because right into their voicemail it sounds they just called them. And so now they are trying to get them to call them back so they change the game a little. There’s ways to work and solve the problem. You should never say, “Well, I just don’t have the manpower or the people to do it.” You’ve got to find a way or don’t do advertising because you’re then just waste them up.  

Kevin: You just waste the money. And then, say, after Day 1, say you missed them in the six minutes and then you’re on Day 1, your Day 2, your Day 5, your day 8, and 15, then you are on Day 30. How successful are those campaigns as they stretched out? Is it worthwhile keeping on that contact after that? 

David: I did a study for the Sales Institute; this is years ago, on calls. And it said most sales are made in the 12th plus call to a customer. Because most people give up after 1 or 2 or the person says, “Okay…” Their goal is to get you give up. Your goal is to keep yourself in the game to go further.   

Kevin: Yeah. I think what we are saying here is there is a lot of value in being disciplined and keeping that persistence because the person is probably sitting, looking at the phone it’s ringing, they don’t want to answer. But after rings 4, 5, or 6 times they think you’re never going to stop. Eventually, you are under the right to have that conversation.

David: Yeah, and what I usually say is, you know, they say, “Boy, you called a lot of times.” And I say, “You know what, I am only calling a lot of times because I know that once you see our facility you’re going to love it and I really want that for you.” Like, you are that confident that this is worth it. It is worth it for me to put the effort in to help you. 

Kevin: Yeah, and I think this is almost another podcast on its own. But I think the big lesson for me after hearing some of this is that what you do in your ads and the Facebook, and your messaging is one thing, but it is all totally pointless unless you have a form of process on the follow up and a good pitch for when you get on the phone. 

David: Yeah. I am always amazed at people that look at their competition and coming into the marketplace and I think it’s just because they are opening up a box they are going to win. It’s not. It’s hard work because you have to create a wedge their current situation will it be the couch or another club to come into your club. And the other person you’re going against has been in the marketplace, knows the market, and has been doing it a long time. That’s what you are fighting and so you need to have a better process.

Kevin: Yeah, that makes a lot of sense. Okay, so this has been a great education in some of the fundamentals of digital marketing. Before we wrap up, David, maybe tell us a little bit around how you see the future? A lot of people are starting online, what do you think people should be thinking about in terms of the future of their marketing over the next 12 months. 

David: I’ve been thinking about that a lot. I’ve been thinking about it in a couple of different ways. The customers that we’ve been working with for years have always said that they want to get outside their four walls. I think that this has caused that to happen automatically, right, in mind, everything else. You have lot of influencers giving away workouts online to millions of people so that is where your competition. How I see the fitness industry and what I hope for is that the progressive owners out there are going to reach out to these influencers and then bring them into the fold of mainstream fitness. Bring them into the club, bring them into and creating work for them. You saw it a little bit with Biggest Loser for a while in 24 Hour Fitness, and few other places they had the Biggest Loser campaigns and stuff like that. They used other media. I don’t think that went very well for 24 Hour at that time, but now the influencer market is so sporadic and these people are available to them, and people aren’t watching TV as much. I mean, you have the opportunity to bring these people into the fold. And I think what the clubs that understand that and do it and make them their superstars are going to really succeed. Influencers want to, they want to be heard. They want to know that they matter. They have likes and people coming to the workouts have views. Totally different ways to look at things. 

Kevin: Yeah. And I think there are probably bigger brands can afford to invest in major celebrities but influencers are very localized as well now. There are lots of mini influencers in your local town and local area that people are interested in and interested in seeing online and all of that.   

David: Yeah. If you show them the love I think they are going to show you the numbers. I think this is the time because they are hurting too by the way because brand placement and all that has all shrunk during COVID-19. Their incomes are affected. And chances are they are even recording some of their videos in your club believe it or not. And so find that, get them to come to your club, get them to bring people into the club and participate and you will succeed. I guarantee it. 

Kevin: Okay. Well, I think that’s a good one to wrap up on. I think an interesting part of the industry for us to keep an eye on also is something that maybe some people can start to experiment with themselves. David, this has been very useful and very educational, 30 minutes talking to you here. Before we let you go, just tell me what is the biggest lesson that you’ve learned in the past 8 weeks? 

David: Take nothing for granted. This is a time in our lives to be grateful for what we have and the work that we do. There are many people out there that are struggling whether that would be gym owners or just people that work in the gym and everything else. You just have to be grateful for the fact that we get to work in an industry that makes people’s lives better and we will continue to do so. I think that’s the biggest take away from me at least is not so much in the marketing side of things, it’s just be grateful for what we have. 

Kevin: Yeah. I think that’s a great lesson. Okay, David, we’ll leave it there. Before you go just remind people about your business and how they can get in touch.

David: If you go to our website www.sneeze.it. You can also email me at [email protected] and I’ll make sure you get to the right person whatever you need.

Kevin: Awesome. David Steel, thank you very much for coming on the podcast. 

David: Thank you! I appreciate it.  

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