Tune in to this totally eye-opening exchange with Stephen Nations, Director of Strategy for Drive Social Media  - and unofficial “Off-Line Conversion King” who’s had phenomenal success in bringing  everyone from tiny mom and pop shops to professional NHL teams out of the dark ages and into the digital world. In today’s show, we’ll dissect marketing diamond engagement rings for a local brick and mortar jewelry store.  Turns out that a traditional upscale ad approach translated into (literally) no sales. Find out what they changed -- and more importantly WHY -- to turn a bomb of a marketing effort into a “Ice to Nice”blowout that delivered 28X ROI and hauled in $120,000.  Dig into this treasure chest of marketing gold now.•  Why “serious” isn’t always the best way to sell expensive upscale products.• The 100% worthless, real-estate-wasting phrase you should NEVER use in an ad for a local retailer.• What Facebook feature to use to sift website info to get the kind of granular data to build out a lot more accurate look-alike audiences• Why online engagement with an ad rarely translates into an in-store purchase (and what actually does).•  How drilling WAY down on purchasing data unearthed a totally unexpected  target audience profile.BIO:Stephen Nations is the director of public relations for Drive Social Media, a St. Louis and Nashville-area-based digital marketing agency. He is obsessed with creating compelling content and finding new ways to connect brands with their target audience. TRANSCRIPT:Host:  Dylan CarpenterHow are y'all? So hey, welcome to another episode of Rich Ad, Poor Ad. Today we have Stephen Nations, he is the Director of Strategy at Drive Social Media. Also does a ton of freelancing on the side. Roughly manages, shoot, 200K'ish a month, and actually has a case study from Facebook on the augmented reality side. So Stephen, man, thanks for coming on, we're pumped to have you, but I'd love to have you introduce yourself, let the people know who you are, and what you're getting into over there.Guest: Stephen NationsYeah, for sure. Thanks for having me, Dylan. So, like Dylan said, I'm the Director of Strategy at Drive Social Media, which is a data-driven social first digital marketing agency in St. Louis, and we have offices in Nashville, Tennessee, and Miami, Florida as well. We run the gamut of what businesses we work with, all the way from tiny mom and pops that have a couple hundred thousand dollars in revenue, all the way up to professional NHL teams, Orangetheory Fitness, stuff like that. We dabble in a little bit of everything. We do some AR/VR, we do website builds, email marketing, PPC, but our bread and butter's Facebook. I'd say 80% of our ad spend is on Facebook. And really, what I spend a lot of my time doing is, working with these small business owners who are trying to come out of the dark ages actually. A lot of these businesses maybe have been on TV, radio, billboard print, maybe a little email here or there, but haven't really done any data driven, digital marketing, social media marketing. So we spend a lot of time getting systems set up, capture data, and putting together integrated strategies that have a multi-prong approach where we're trying to pull new people into the funnel, as well as push people down through. And then the really cool thing that I like that we do is, we're able to connect the dots between what happens on Facebook and what happens in the real world. So if you're interacting with ads online, and you walk into a brick and mortar store and make a purchase, whether that's a dentist, a retailer, a gym, a restaurant, what have you, you see an ad on Facebook and then go and purchase from that business offline afterwards, we can connect the dots and tell you exactly how much the people are spending from your ads.Host: Dylan CarpenterOh yeah. And I mean, shoot, I'm a media buyer myself, so I totally understand the importance of being able to track money coming in and money coming out. So I mean, the fact we're going to have a local business on here, it excites me. And especially when it comes down to how well they've done. So I mean, as mentioned, we're going to be having The Diamond Family on the showcase today, roughly spending $2-3K a month. I want to say, you mentioned they started off maybe spending 300 bucks a month.Guest:  Stephen NationsYep.Host: Dylan CarpenterYou scaled them up. But I mean, based off that, you've generated well over $120,000 in sales on that jewelry side, on a local level from these offline conversions. So I mean, I think this is going to really add some value, it's for a lot of people, and saying, hey, if you can track this, there are so many clients out there to really knock out of the park. And hey, you are the Offline Conversion King. So, I mean-Guest: Stephen NationsThere you go. I'll take it. So yeah, not self bestowed at least. Yeah. You know, that's the cool thing. A lot of these small business owners, they might've dabbled in Facebook, tried to run some of their own ads, maybe optimizing it for things like likes, and comments, and shares, like a lot of people think they need to. And obviously we know that stuff doesn't drive results. So they go in, they don't have a great strategy, they don't really know how to do targeting or optimizations, and within a month or two they've wasted a couple hundred bucks and they say, "Facebook didn't work." When really, it's just a matter of having the right strategy. You don't need thousands of dollars a month to do well on Facebook. If you start with a minimum budget, you can scale it to where you need to over time without really being too risky.Host: Dylan CarpenterOh, spot on. And I mean, the other part about it is, creative is King in these scenarios. So I think I would love to dive in and say, how y'all came up with this creative? Just because, going from the Poor Ad to the Rich Ad was quite a 180. So I mean-Guest:  Stephen NationsYeah, absolutely.Host: Dylan CarpenterIt's super cool. We got three videos on the Rich Ad side, we'll post in the show notes. Y'all check them out. They are hilarious. But then on the other side, on the Poor Ad side, it's very kind of more broad, competitors are similar in those areas. But before we dive in too much, what are you feeling over there, Stephen, the Poor Ad first or the Rich Ad?Guest: Stephen NationsLet's dive into the Poor Ad first, I'd rather beat myself up at the beginning.Host: Dylan CarpenterHeck yeah.So, on the results side, how did these do?Guest:  Stephen NationsTerrible. Give you a little background on the business, The Diamond Family, they've been in business since 1978. They're in St. Louis, Missouri, they're very well-known, and they've traditionally had the typical jeweler feel. They're very high-end, they're not Zales or anything like that. They ge...

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