This is the Gary V Audio experience.

Okay, so launching a new disruptive brand, so a disruptive model as well as a brand.

So people were having some challenges just connecting a van coming to your house to change your tires versus for the last 90 years going to a brick and mortar. So trying to figure

out how we could be more strategic in driving appointments. So there's a certain number of

appointments that we need to do each day per van as well as. Are they your own operated and

own vans? Yes, yes, yeah.

So we have those.

They're all in different.

How much first party data do you have on prior customers through the years?

Well, we're trying not to target our traditional customers.

So we're looking for new customers in the market.

I think that might be a mistake,

which is why I'm asking the question. Let me phrase. I think you should 100% target new

customers. Back to the question, brother, do you have the information of all your customers

through the years? Yes, yes, yes. We could get it. We were changing systems recently, but we have... But you would have email at least? Yes. Address? Yes. I would uncomp... This is the number one mistake people make when they go to a new format for their service is literally what you walked into, which is like, this is not going to be

the same customers. These are people that don't want to come. They're going to be younger.

It's the cliche mistake. You have to market in two ways in parallel. But your historical client,

Rick, 58 years old in Pittsburgh that walked into your store six years ago and has never come back,

but the data sits in one of your old systems is the first person I'm sending a direct mail piece to and an email.

Okay.

Lapsed users from the old model because you're sitting on the data, you know that they would even consider what you do.

Right. The money you're going to spend trying to get all of us, I would never do what you do. I've leased all my car, I don't even think. Like I don't think I've changed my oil in any car in my 27 years of ownership or tires or any, like, no shot. You can spend a billion fucking dollars. You can tell me about the Jets.

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