Mastering Client Connections: An Audience & Journey Workshop

0:06 Hello my friends, how are you all? Thank you so much for being here with us today. welcome to our Walla webinar series that is today going to be a Walla workshop. I believe most of you guys watching live with us today are actively working in Walla. So, I really hope that this is an opportunity for you to dive into your software. I'm going to be boopping back and forth between the software and my deck to get started. And for those of you watching this on record, yeah, just try to remove distractions and spend some time just checking boxes in your software and task list today. for those of you who are not actively using Walla right now, hopefully this is a way for you to get to know what's possible, the power in our audienc's and journeys functionality within the sales and marketing suite and can get a feel for how this can positively impact the communication between you and your clients.

1:12 All right. so for those of you who are ready to work with us today, I'll start off just by diving through a few slides just to set us up for some context on what we're going to be working through today. I do want to preface this by saying I know all of your businesses are slightly different. So, I tried to hone in on five, maybe six specific journeys depending on time today that I know almost every business can benefit from. And you know, if you're more of an appointmentheavy business, we'll show you how to do that versus class heavy business. but generally speaking, these are going to be critical moments in the client journey regardless of what type of business you are. I think as far as questions go, we have a really easy to use Q&A functionality. So, you'll see there's chat at the very top and then a couple tiles down there's Q&A. Please, as we're going, use the Q&A functionality because that allows me to dismiss the question after I've answered it. And I'm doing this one solo today, so it would really help me just stay organized.

2:24 but please, for now, pop into the chat, introduce yourself to each other, your name, your studio. Actually, your studio would be really helpful. so I can kind of get a picture of what type of businesses we have here today and I can kind of guide the language as much as possible within the software. All right, let's get started. I'm going to pop into the deck right now and just want to start the conversation with, you know, essentially an overarching message that you can build all of these journeys. you can build all of the communication points, but if your communication isn't authentic and compelling, it genuinely is a waste of time. And the reason I really call that out at the beginning is because I happen to sign up for, you know, I at this point probably hundreds of different mailing lists and have gone to so many studios, not just in the US, but around the world. And the volume of absolute junk I get from studios that is 100% one-sided, only trying to sell me something is alarming. And I think it's a problem our industry has and you know my hope is here we can really dive into the importance of personalization and really finding those moments in the client journey that are critical to the individual and not just constantly bombarding them with buy from me now, buy from me now, what about now with this 10% coupon. obviously we are all in this to make a profit and we want

4:05 to have thriving businesses, but I can tell you right now that thriving businesses happen when you build authentic relationships with your clients and you're doing this because you genuinely care about their success with your business. one thing that's really helpful, and obviously we'll go through five kind of critical moments in most businesses client journeys, but I would say after this exercise, it is very helpful to map out your specific client journey. And it may even be helpful to do this with some of your existing clients or staff members. I think we're very often, you know, we have this very myopic view of our businesses. We're heads down all the time and we see a lot of regulars, so we know what they do, but there are so many people outside of your quote regulars bucket that are dipping their toe in at different moments with your business or giving you their information or coming to a class and never coming back. And I think it's easy, I know it's easy to forget about those people because we assume all of our clients are like the regulars.

5:15 So this exercise mapping your client journey is tremendously helpful and I actually think it's something you should do every year, not just once and design your journeys or design your communication points and kind of set and forget, but this is something to really rethink every year. first things first, where do your clients first hear about you? And I just came back from a conference in New York where the CEO of Bar 3 and the chief marketing officer of Core Power Yoga were on a panel and both of them said 85% somewhere between 80 and 85% of their clients still come from referrals and it's not through referral programs. It's not through snazzy, you know, bonuses for bringing somebody in. It's flat out a friend asking a friend to go to class with them or a friend mentioning at breakfast or over drinks or over coffee that they love where they work out. And so I think that's something to absolutely keep in mind that this the context for all of these audiences and journeys is about building happy, fulfilled clients that want to help you build your business over time.

6:35 So I love that I came away from the conference with that stat and you know those are two of the biggest businesses in the country when it comes to boutique fitness. So, it's really interesting to hear both from the CEO and the head of marketing that's where they invest their time and money as much as possible in the relationships and the experience for their clients. Okay. So, next thing is what happens to that individual when they first give you their contact info? Whether that's through an ad on Meta, whether they land on your website and fill out an interest form about your classes, your newsletter, your new client special, maybe they buy a new client special, but haven't come in yet. Just consider what actually happens. Do they just kind of land into your system or into meta and they're forgotten about? or is there actually a plan for communication? If you have some sort of a new student special, which I know most of you do, how do you communicate with them during that? Is it just at the very end to say, "Hey, buy what's next, or do you have a curated plan to make sure that they feel welcomed, like they belong, and like this is not just a money play?" are you actually interested in their success?

8:04 The other thing to consider is did they come? I can't tell you how many people purchase a new student special, especially if it's hyper cheap, and never walk in the doors or they come once and they never come back. Today's workshop is not about reporting in Walla, but all of those things are very evident in our software. So, I highly encourage you to look at that and consider if you've got touch points if they do come in or don't. And then what do you want them to do next? In most boutique fitness businesses, we're pushing them into a membership model. Does that work for everybody? Probably not. So, think about the different types of individuals you have coming in your doors. And obviously, you want the vast majority of them moving into recurring revenue, but what happens to those who don't? And then after they make a first or a second purchase, are they forgotten about or is this somebody that you continue to nurture to make sure that they feel successful?

9:01 And then lastly, as my stat on referrals suggests, how can you make this relationship with them a flywheel that just grabs more and more people from your community in your doors so you can change more lives? Now, we considered all of this when we were building audiences because we wanted to allow you all to customize those points in your client journey. We knew if we just kind of built an outside the or I'm sorry, an in the box solution, it would work for a chunk of the businesses we serve, but not everybody. And we know that all of your businesses are unique. So, if you think about audiences, some of you guys may be brand new to audiences on this call. Audiences are a way to take your entire population of clients. Think everybody in your system and say, "All right, I want to narrow it down slightly. Maybe to everybody who's got a recurring membership." Great. Those people raise your hands. And then maybe you add another layer on to say, "Okay, I want to see those people who are members but haven't been to a class in a month." All right, everybody who's come to a class in the last month, drop your hand.

10:12 you're no longer in the audience. So think about every time you add a condition in the audiences, you're shrinking the number of people with their hands raised. So at the end of you know your audience segmentation, you ultimately have exactly who you want to communicate with still having their hand up. Now we often get the question with audiences, how do I send them at a very specific time? You don't because people's activity is what triggers them into that audience. You can't control when they decide to book a class or check in or make a purchase or, you know, fall into day 30 without a purchase. They're constantly the ones driving when they fall into an audience and when those audiences are triggered to send. We're running those audiences every hour to two hours in Walla except for and I'll call this out very important to know the audiences that have to do with leads and people building a profile. So record creation lead forms those audiences are running every 10 minutes. So they are fast. We know there's speed to lead. You need to get in front of those people who have expressed interest very quickly.

11:28 And those ones we know we've got to make sure they go out immediately. So hour to two hours for everybody that falls outside of that new lead kind of built a profile said, "Hey, I'm interested in what you have to do." Otherwise, it's 10 minutes for those people max, right? Like it's running every 10 minutes. So if they happen to fall into that audience at minute nine, they're get the message a minute later, which is amazing. the quicker we can get communication to them, the better. You can read all kinds of marketing stats out there. The faster you get to someone, the more likely you are to convert them to whatever type of purchase or engagement you'd like to have. All right. we're actually going to dive into the software right now. So, let me stop sharing my screen and share another one. for you guys all working with me today, close your other tabs, you know, silence your cell phone.

12:28 I know it's super easy to get distracted, but because these are relatively I don't want to say complex, but very specific. It really helps to stay with me the whole time. All right, I will share my next screen and we will dive in. Okay, the first audience we are going to be building is for new leads. So, essentially people that have given you their information but haven't done anything yet. And I'm going to encourage you to build your audiences. I'm sorry, I'm in my demo site, so this is actively being worked on. I'm going to encourage you to build your audiences in the audiences section rather than in an actual journey right now so that you can reuse these. The audiences we'll be working with today are common audiences that you'll probably use in many journeys in the future. So the big thing to note in Walla is if you build a custom audience in a journey that is not saved into your audienc's bucket. It is only used for that custom journey. If you build in the audiences section, that's an audience you can use in any journey, in any newsletter, in anything from here until you decide to delete or archive it.

13:46 one call out for those of you who on the call may not be upgraded fully to the marketing suite yet. You can still do some of this with us today. We give audiences to everybody. The difference is when you are not on the full marketing and sales suite, you only get three audiences to work with at any given time and two conditions within those audiences. So, we let you use them. We want you to get used to them, but you won't have the full, you know, picture of depth that you can get into with the full customization in the marketing suite. Okay. So, let's create an audience together. I am in a franchise site, so I'm just going to preface that. some of you guys will not have the, you know, all of the options that I have in building. Yours will be a little bit more straightforward, but I just wanted to make sure you knew that so you weren't alarmed that yours looked a little different. Lead sample.

14:44 Okay. So, you definitely if you are a multilocation business, you get to choose here. if you want to target people or, you know, include people in this audience who have any activity at that location, which I highly encourage with, with anything lead related because oftentimes if you're using Metaforms, Google forms, or sometimes even lead forms on your website, people aren't necessarily selecting a home location yet. So, you want any activity. okay. And always put a purpose into your conditions because you will probably or I'm sorry, your audiences, you will probably go back to this at some point and want to remember and you will have lots of them that are similar. So I'm going to add here new leads who have not booked, purchased, or visited. And I'll save. All right, everybody with me so far? Cool. we're going to start here with our first condition. Now, two options for this. We have a couple different ways you can build a lead audience. And this is really based on your what you're trying to get out of this or who you're trying to communicate with. But we have lead form completed. So, this is for those of you who are really wanting to target people who fill out lead forms on your website or are filling out a specific lead form on Meta. So maybe you want to build this lead audience just for people who fill out a meta form or a Google form or in this case we could say

16:25 any lead form completed whether it's on your website on meta on Google and you decide. The other option is that you can do record creation. So, this is an all-encompassing. Doesn't matter if they started creating an account on your website, if they filled out a lead form, however, or if somebody at the front desk added them in. This is all about when did we get an actual record of that contact created in the system. So, I'm going to do this right now because it's a little more broad and this is going to be, you know, applicable to anybody. But if you want to in this, you know, specific instance just look at people who filled out a lead form on your website, you can do that, too. So, your choice, one of those two conditions. So, I'm going to say within the last 3 days because maybe it's over a weekend. I don't have staff working. I want to see anybody who's created within the last 3 days. You could say 30 days.

17:23 Actually, I'll do longer so it pulls more people in. you can say 30 days. You could say yesterday, within the last one day, or you could even say today. We get that question a lot in our marketing suite. If you want something that happened today, you say within the last and including zero days. So zero means today. All right. So we'll save that condition. Now we're going to add another layer onto that because if we just left this as is, it would send whatever message or include everybody in this audience. I'm not sending messages right now, but include everybody in this audience who has already come in for class, has purchased something, has take, you know, maybe a pending plan, or came for a drop in. So, we're going to add another condition here, and we're going to say contacts without a plan. So, any plan including intro offers they've never owned. I'll save that. So now we eliminate everybody who has already made a purchase of a like your intro offer from you.

18:33 Next, we're going to say I want to make sure that it's somebody who's actually never come in before. So if we didn't do this, the record creation date within the last 30 days would pull in anybody who came in for a drop in. So I want to say class check-in activity is exactly zero check-ins all time. This is somebody who's never taken a class, never come in to my studio. And I'll save that condition. All right, I'll pause there. Is everybody following me right now? Maybe just give a thumbs up or pop a thumbs up into the chat. Yes, thank you. Thank you. I know we're boopping back and forth a bit, but awesome. Okay. And then the last thing I'm going to add here is that they don't have a future booking or wait list. Because if they're already booked for something in the future, they've done what we want them to do. You might want to build a different audience at some point for somebody who has their first booking.

19:37 but in this case, we are just looking for those people who have given you their information and done nothing. So, we're going to check for a future booking or wait list and make sure there is no future booking, not weight listed, and save. All right. Awesome. So, now this is our lead sample audience. If you want to double check your work here, you can always click check contacts or view contacts within this audience. If you have a lot, it'll take a moment. If you just have a few, it'll pop in really quickly. but it will show you everybody on here. And then this is going to just quickly you can look at them and quickly see no plan purchase, no visits, and two days ago their stage changed which is part of our lead tracker. but otherwise added two days ago. So within the window that we were talking about, no plan, no visits, no upcoming visits either. So I'm going to stop here really quickly. I want to make sure everybody got that. this is whenever people are nervous about, you know, adding an audience into a journey or making sure that's done correctly. That's how you check your work. You just view the contacts associated and you click on one and you just double check that all the conditions have been met.

20:58 All right, let's pop into our next one. share my screen again. Okay. So, the next audience we're going to build is the day after somebody's first visit. And the reason I love to highlight this one is because it is probably one of the most missed opportunities that I see. Again, I go to so many studios I can't count anymore. And it is probably about 20% of studios that send some sort of a check-in email or text the day after or personal phone call or whatever it might be. But this is an audience that is in one of the most critical moments you have at your business. They came and tried you. They, you know, surpassed the barriers, stepped in your door, tried out your services, and you want to make sure they're happy, right? You want to make sure they come back. So, let's create this next audience, and we'll call this one post first class. I think I already have one of those. and day after first class.

22:06 All right, let's start building. Our first condition is going to be and this is where you can do class check-in activity or appointment visit depending on which type of business you are. I think I saw most of you guys are Pilates, yoga that are here. So, my guess is that your first is going to be a class check-in. but we're going to say I'll do this as a class check-in. It's similar for appointments. we're going to say exactly. We're starting off with exactly zero check-ins. And the reason we're doing that because we want to make sure yesterday was there first. And we'll go to relative to more than or equal to two days ago. So 2 days ago and beyond, they've had zero check-ins. So that makes it absolutely confident. Any class, anything, they've never come in for a class. Save that condition. And then the next condition we're going to have is class checkin activity exactly one. If you want to put more than or equal to one, if you have people that might have come in for two visits for some reason, you could do that. Most of the time, exactly one check-in will work perfectly fine. And we'll do relative to. And we'll do exactly one day ago.

23:26 So first visit was yesterday. Before yesterday there were zero visits. And if you want to specify like maybe you want to send a specific type of message or maybe you want to build an audience for one of your for your teachers so they know exactly who came in for their first class with that teacher yesterday. You could say, "Okay, that specific class was with Andrea or whoever it is." That's an audience I highly recommend building. It's a great way to get your teachers retention numbers up and to help your teachers build relationships with clients. All right, but in this case, I'm going to say any class. All right, so now we've got that post first class audience built. We don't need to do anything else here. Some people like to build in and they don't have a plan because they want to eliminate people who have already purchased their intro offer or have already yeah made a purchase with them. I believe no matter what this is this is has nothing to do with selling something. This has everything to do with making sure your clients had a great experience in their first class and checking in with them.

24:39 So I'll stop sharing that one right now. Again, you guys can check your work. any questions? Everybody doing all right? Okay. Q&A channel's empty, so I'm going to guess we're good. All right. Next audience we're going to build is before your intro offer wraps up. So, this is when somebody is I see a couple things in the chat. I'd love an attendance one, an appointment attendance. So, McKenzie, it's exactly the same thing here. Let me jump into the jump back in. So, you'll build exactly the same thing except for within that journey, sorry, post instead of using the class check-in activity, you will do appointment visit activity. So you'll do that exactly zero prior two days ago or more and then exactly one day ago. So exactly the same thing appointment visit activity. It's this is identical to the class visit activity. All right. next one we're going to build is intro offer. So this one I think I have already beginnings of so I have this built based on a timebased intro offer. You can do the same thing based on a number of sessions based intro offer if you'd like. I know everybody's intro offers are slightly different. but in this case we're going to be doing based on time. so the condition we're going to use first.

26:27 So we'll build it as intro expiring and in my case I'm doing it on day 25 of 30. So you could do it on day 29 of 30. If you're a twoe intro offer, you could do it on day 12 of 14. if you are a session based, like maybe you have three sessions in your intro offer, you could do this on after session or check-in two of somebody's intro offer. So the goal of this one is obviously making sure a this is this definitely is one of those moments you want to sell, upsell, offer, you know, whatever the next step in the journey is, but also check in on happiness and this is a great way to do that. So the condition we're going to use is the class plan started and check-ins. So, in this case, we're going to be using your mine is called my one month for 39, but be sure to use specific plan started and choose your new student special here. So, this is my new student special is one month for 39. if your new if you have two new student specials, you might and they're drastically different, you'll probably build two different audiences for these.

27:49 but for whichever one you choose right now, just choose the one. And for me, I'm going to be doing time frame from plan start. So, I want to say, okay, exactly 25 days ago, this person started that plan. Most of us have plans that start on first visit. you know, this is something that you want to consider when you're building this, but mine starts on first visit. So, exactly 25 days ago, they came in for their first visit and kicked off their intro offer. In this case, I'm going to be saying I want to create an audience of people who actually came in because the goal of this communication for me or this touch point is going to be upselling them into our next purchase. And if somebody never came in, I'm probably not going to be upselling them. I might build a different audience called my ghost client. And in that case, I would do plans without a check-in. And then I would send them a different message. I would call them. I would text them. I would have an automation saying, "Hey, reach out to us if you'd like to give this another go. Maybe the timing didn't work out." But in this case, I want to make sure they have actually checked in for a visit. So I'll save that condition.

29:11 Now I also don't want to call upsell push a membership on someone who's already bought it. So I am also going to layer this with the condition contacts without a plan. So, this is essentially where you put in the plans that you would say, okay, if they already purchased my monthly unlimited membership, my five times per month, my eight times per month, my 10 class rolling card, my annual, whatever it might be, you list them here. So, I could just add in everything if I wanted to. but essentially this is where you eliminate those people from getting pulled into this audience. And then I want to say here, so contacts without this plan, I want to say plan has never owned. So these are new people that came into the business. They're people who tried out your new student special and they've never been a member before. And I'll save that condition. Okay. So those are the two main conditions for that intro expiring. If you are going to be doing it for a sessionsbased one, you'll leave that this class plan started and check-ins. You can choose whatever the time frame is of your, you know, expiration. And then you would say class check-in activity is exactly, let's say it's a threeack, exactly two check-ins on specific payment method and you choose the intro offer and this is where you would add that in. So let's say you have a three for $50. you would say, I want to send or I want to curate this

31:01 audience to be anybody who has taken two classes of the three within the last 25 days of starting their plan and then they'll be pulled into this audience. All right, cool. Let me pop back over to you all. Megan, yes, we all of our webinars are recorded. They're on our website under resources and webinars. So, you'll absolutely be able to watch this going forward. All right, so we got three of the audiences down. we're quickly going to go into a couple more. So, let's pop back into the software and we're going to do a churn risk audience. Now, just a quick little teaser, we are actually releasing a churn risk AI platform within Walla very soon. So, this one is probably not going to be, you know, something that you have to continue to build or edit going forward, but it's always nice as a lead stage. So, that's the reason I want you to build this right now. So, yeah, exciting news.

32:14 We've got a lot of fun AI stuff coming out in the near future. Keep please keep your eyes on the release emails and the product portal. For those of you watching this way in the future, it's probably old news. All right, I'll pop back into the audience. okay. So, when we think of churn risk, typically we're thinking about people who are on recurring revenue plans. So churn in my mind as a software business owner is people who are paying me that you know cancel or decide to you know close their business or whatever it might be. In your world churn is somebody who cancels their membership or you know decides to leave the studio for whatever reason. So we'll call this risk members one. And for those of you again franchises or multilocation, you may in this case want to say only people with home location because likely you're only talking to your home location members. It's very unlikely someone who's not a member or I'm sorry who's not a home location with you is going to have this activity, but it's it's fine because we're going to segment it either way. But I think home location is probably helpful there. this is members with no visit in last 3 weeks.

33:47 So this is just one of the indicators of you know what we call risk of cancelling or risk of churn. There are lots of things that can cause people to fall into that whether it's seasonality, maybe their favorite teacher left, they moved, your schedule changed, tons of things can factor into churn, which is why we need the AI working on this behind the scenes, but this is obviously one of the greatest indicators of churn. So here we're going to look at class check-in activity as the main condition and we're going to say this is somebody who has exactly zero check-ins relative to so we'll say within the last and including 21 days. Oops. There you go. 21 days. All right. Oh, sorry. I need to edit that. Within the last 21 days. and we're going to say on a specific payment method. So here we'll go to specific plans and you choose your recurring plans. So for me that's my eight classes a month, my four class membership and my unlimited monthly unlimited.

35:03 All right, and save that condition. All right, we do want to add one more layer to this one because okay, great. Somebody might not have come in, but maybe they have an upcoming booking in the future. Like maybe they were on vacation for 3 weeks. So you don't want your staff reaching out and saying like, "Hey, where are you?" if they've just been on vacation and you know, maybe they told you that already. So, we're also going to go to check for future booking or wait list, and we'll say, all right, let's make sure this person has no future bookings and they're not weight listed because otherwise, you know, maybe it's somebody who already booked out their next 3 weeks as soon as they get home from vacation. All right. And then again, you can view your contacts there. You can check your work. Make sure those people fall into that bucket. All right. Everybody set on that one? Awesome. Okay, the last one that I'm going to do is based on membership. So, I think one of the other, you know, I know I said at the beginning, one of the most missed opportunities is post first class. The other missed opportunity I see within businesses is as soon as somebody joins as a member, they're forgotten about.

36:25 They're maybe they get your newsletter once a month, but really there's no personal check-in with them to say, "Hey, like really how's it going for you? Are you enjoying the classes? Are you seeing the results you were hoping for or feeling the results you were hoping for? And how are we doing as a business?" I know this is something that's easy to just kind of brush aside because you've already won them. They are considered one in the business, but these are people who still need nurturing. So let's pop back in and we'll build this one together. All right. So we'll create this one as member new. And in this case there are lots of different options. We could say somebody started their membership a month ago. Somebody started their membership yesterday. Somebody started their membership three months ago. six weeks ago. Whatever the time frame is, I highly recommend after a couple weeks checking in with people at the end of month two, the end of month three, and the end of month five. And I'll quickly explain why we see across the board there is massive drop off in memberships right around month three, right around month six. So, if you can catch them before that and start to really engage with them in a personalized way, not just with a newsletter, you'll learn if there's something wrong or if they're starting to drop in their visit activity and you'll also be able to get feedback from them. So maybe

38:06 there's a great opportunity here to do some sort of a request for a review or even just a personal hey would you mind scheduling a call with us? We'd love to just have a conversation about how it's going with you or with the classes or your sessions. So, we'll look at members. I'm going to say after two months and we'll start off by adding a condition of class plan started and check-ins. So, here I'm going to say specific plan started and I'll choose those memberships again. So, my eight pass membership, my four, and my unlimited. You also may want to if you have any kind of an annual upfront, this is a good time to check in with people, too. One of the worst things to deal with as a studio owner is when somebody paid up front and then five months in say, "I don't like what I'm getting. I want my money back." So, don't forget about those people. all right. And then here we're going to say relative to today. So that's the time frame and we'll say exactly 60 days ago. So this is somebody who a couple months ago started their membership. Now again you can get more granular here. very important to see the people who haven't come in right. in this case I really want to see the people who have been coming in for classes. So it's about getting feedback. It's about seeing how they're feeling. and I'll save that condition.

39:50 That's really all you have to do here. The only thing I will highlight, some people use tags a lot in Walla. And we do have a condition down towards the bottom. so if you want to say, you know, people with a spec with a specific tag or people maybe without a specific tag, maybe you have like a red alert, don't talk to this person, they're scary tag in your business. I wish I would have had that back in the day. you may want to eliminate those people. And who knows, maybe you want to eliminate those people from all of your communication. Then you would always add this layer into any of your audiences. okay. So, those are the five audiences I'm gonna cover today. All right. I'll pop in. Hi, Michael. Nice to see you. All right. So, we are going to just quickly I'm going to show you how these play into journeys and particularly I'm going to show you how these can play into your lead pipeline because that is one of the biggest questions we get asked in Walla. How do we customize the lead pipeline to us? And the lead pipeline or you know whatever you use your pipeline for relies heavily on audiences. So, I'm going to pop back into the software and show you guys within the sales and marketing suite the journeys area.

41:21 So, you can use these audiences in any of your journeys. Now, they're always an option. So, you can see, you know, long-term member appreciation. I've got a four-month thank you. When I go in to look at this journey, I can see I used a very similar layout. class plan started plus check-ins. So, I can see that anybody who started that exactly 120 days ago will be now getting an email from you from me saying, you know, we appreciate you. Thanks for being a member. so, you can always use the send message section. And when you're building an audience, you'll see that you can select an existing audience. I can't in this one because I've already saved it. but you can select an existing audience and it'll give you all of the options that you've built in your audience section. So, you don't have to do the work over and over and over again if you're using that same audience on a regular basis.

42:23 Okay. But the more important part here is that I encourage all of you to build what I call in my system a sales pipeline. So my sales pipeline essentially fills out my lead pipeline. my sales pipeline journey and within the sales and marketing center you can see in my lead tracker I have a pipeline built I have created each one of those stages and the sales pipeline journey that I've designed automatically moves people through this. I mean the contacted stage is a manual one because in my business I would have an individual who's manually calling reaching out to somebody. So they would be just sliding people through the pipeline. but introactive or new lead came in or new lead that hasn't or I'm sorry intro purchase but hasn't come in for a class. Those are all things that might be built within my sales pipeline. So I'll show you here how I've created that pipeline. All right. So add new lead stage. You can see here I use exactly the same formula that we just used for that new lead. Record creation date, contact without a plan, no future booking or wait list, and has never come in for a class. So that's the same thing we just built in that new lead. Rather than in this case, I'm not sending them a message. I am going to be adding a lead stage. So I edit this and I say, "Okay, great. I want all of these people added into my new lead stage." We have some pre-built lead stages or like kind of

44:10 tags in Walla there. Sorry, I should not say tags. New lead stages icons built already for you, but you can customize and call them whatever you'd like if you want. So now everybody who creates a profile record created and you know doesn't take any of those other activities will pop right into that lead pipeline that I showed you before. Something to keep in mind with our lead pipeline is that anybody who fills out a lead form on your website, a lead form on Meta or on Google will automatically go in there. But somebody who just creates an account on your website, starts the purchase of an intro offer, but doesn't complete it needs to have this journey built in order to or this audience within a journey built in order to lands in that new lead stage. All right. And that intro expiring soon. So remember we talked about building that one before. That was one of the ones we discussed. You could build a lead stage within your pipeline called intro expiring soon and add this one is intro expired but you can add that here configure the audience choose my audience of intro expiring and you can see exactly 25 days ago started has any hasn't purchased any of the plans that I hoped. And then I want to add a lead stage of I mine is called intro expired, but imagine it says intro expiring soon. And then I'll save that. So now this is people anybody who meets that criteria will automatically move in the pipeline.

46:04 All right, I know we are coming up on time now, so I want to just make sure I'm respecting everybody's days. guys, the journeys within Walla are so powerful and it does take a little bit of you know mapping like I said at the very beginning of this call of what those touch points are that you want to that you really want to work with and then spending time whether it's you whether it's you know hiring a consultant we have people that we can refer you to that are excellent experts at building within the sales and marketing suite if that's just something that you know is not your superpower and it's a thing to delegate. But this is where you can really make a difference in your client journey, whether it's automating the communication or layering on those audiences as touch points. The last thing I'm going to show you within the software is the dashboard. And I bring this up because it is a surprise to so many people. I'll go into collections in just a second. Debbie, I'm actually going to show you that right now.

47:12 So on your dashboard you have option here. Let me remove this so you can see what it looks like when you don't have it. you'll have add an audience on your dashboard. Now this is unique to every person logged in. So this will be even if you set your three up if a teacher logs in it's blank. If a front desk logs in it's blank. They have to add the audiences that they want. So, I highly encourage you to build the audiences you want your teachers, your front desk staff, your sales manager to have and then you encourage them to go in and add those. You can tell them, "Okay, these are the three that you should be following." hopefully a sales manager would know which ones they need to follow. But I can tell you a lot of our studios have built audiences, like I mentioned before, like a first class with a specific teacher tomorrow. So, let's say you want your teacher to have that on their on their dashboard.

48:12 Now, I can have first class with Laura on my dashboard because these are any students taking my class for the first time tomorrow. The great thing about having these audiences on your dashboard is you can take action on them right away. You click on it, you text them, you can build those snippets out so you don't have to rewrite every single time. Maybe it's, you know, that per post first class connection. Welcome. Thanks for coming to the studio today or yesterday. Let me know if you have any questions. Just something as simple as that can make such a difference. But that is all about audiences collection or audiences on your dashboard. Please, please, please encourage your staff members to highlight the audiences that are important to them. Collections are an awesome way for you to bucket your audiences. Think about this as like Google folders that are under a specific, you know, theme. So for me, I've built my audiences to be winbacks, milestones, class prospects, churn risk members. So for Windbacks for example, I built out audiences to say members with no visit or I'm sorry, people who used to have a membership but it lapsed and have had no visit in 60 days or used to have a membership that lapsed, no visit 90 days, 6 months. Last visit was doesn't matter if they had a membership 365 days ago. So, I bucketed all of these in under a Wimach kind of theme. And then this can be work that

49:47 you do, you know, maybe you have automations running to these people already, but maybe it's a once a month project that you go through the winbacks and, you know, do a little digging into their profile and see, all right, my bow tie person, bow tie friend, I want to see what their visit history was like. Okay, in the last 12 months they had three total visits. what classes did they go to? Which teachers did they go to? So that way when I reach back out to them, I can have a more personal approach or, you know, if they have a personality typology associated, maybe it's a thinker and I want to give them a little bit more detail on, you know, the testimonials we've had, some of the case studies. any method of communicating is going to be more effective if you have details to share with that person, something that connects us with context. So, that's how I recommend using collections. and again, this is all based on your sales process. oh, I'm not connected to ClassPass right now, so I don't have any collections with them. but yeah, milestones, another one. right now I have five classes or more in the last six months.

51:03 People who have taken a 100red classes more than 10 classes in the last three months. I mean you can get very detailed here but just some suggestions. All right. Megan, we do not have a database of journey templates that you can recreate other than the I think the birthday, the anniversary, the first they automatically get added in when you when you start the marketing suite. So, it's it's it's a little too broad. I can tell you that we are working with a number of kind of experts within our marketing suite to understand the most common journeys that are built. Now that we have hundreds and hundreds of studios using the software, we needed to kind of do an analysis of the most common so that we can if we do create a database for you guys we can make it most applicable. All right. Awesome. Well, thank you all. I hope this is this has been a helpful exercise for everybody to just get some of this done.

52:10 I encourage you to give as much personal attention to people at these points in the client journey as you can, not just automate everything. but automations are a great fallback and a great way to at least do something for them. have a great rest of your Thursday. Thank you so much and we'll talk to you soon.