Drew Donaldson: my name is Drew Donaldson. I do found founder Grow House, and I'm the facilitator of the marketing support channel. One of the real goal of Grow House was always to help small businesses grow.
And save them a lot of money in the process. And that was really important because as John Wannamaker said, half the money I spend on advertising is wasted. The trouble is I don't know which half. And so in today's presentation, I'm gonna show you exactly which half of your marketing is being wasted.
I'm also gonna show you how I grew my business to six figures in less than six months using a technique that honestly dates back to the twenties. So with that, I want to go a little bit into my history and tell you a little bit of how I came to this point and came to the realization that there's this technique that no one really writes about.
No one really talks about, but it's out there. And so I, my in my past, I had a very A, a long history working in corporate America with bigger, larger sized businesses. Campbell's, St. John's University, Thermo Fisher, as well as some of those other who are currently clients, but they're kind larger firms.
Barrons is the third largest QuickBooks retailer in the world. Megabytes, a multi-million dollar event company. So I see how the big guys do it. And then I have on the other side I've worked with dozens and dozens of small businesses and I see how they do it, and I've noticed this huge gap open up between them and how they handle their marketing.
And it really is defined in two ways. The first is that small businesses, entrepreneurs, community founders, tend to treat marketing a little bit like a diner menu. They put all of the stuff on in their service offerings out for everybody, and they're just like, Come and get it right. It's, this is all the things I can do.
The other thing they do is that they almost market in silos. So today you might do a diner place mat somewhere next week you're doing social media posts and nothing really aligns. There's no journey, there's no customer there, there's no carryover from one marketing asset to another. That's really the two biggest ways that I know to separate.
Now you compare that to someone like McDonald's, who, this is one of the my favorite campaigns they've ever put out, and it's for their late night menu. And it's we speak late night, right? So essentially we speak drunk people, so it's purposely misspelled, these are bus stop ads.
If you saw one of these and then you saw another one and another one, it completes the customer journey. The real kings of this though are Buffalo Wild Wings. Buffalo Wild Wings really dives into their sports sponsorship, and so I don't know if there's any U F C fans out here, or just sport fans in general, but when they sponsor an event, It is everywhere.
It is on the ring mat, like you see there. It is on all over their social media. They rebrand their homepage with the offer. Everything's tied together through one consistent offer. And because of that, you create this customer journey that no matter where you are, you're seeing the same con, you're seeing the same message, the same thing, right?
So one fan, one knockout, surprise. Are you next take out, fake out. That was their promotion. Then all of the other stuff built around that U F C promotion told that entire customer that customer journey and that consistency is what led Buffalo Wild Wings to be one of the fastest growing restaurants in the country.
Now, that said, I understand that it's not fair to compare a million dollar, billion dollar company with small business owners and entrepreneurs that are just getting started. Because we don't have billions dollars, right? So how do we even those scales.