Welcome to “The Horse’s Mouth” with Tom McManus, a unique talk show where guests belly up to the bar to discuss business, technology, marketing, and life. No gossip, no hearsay, no BS, just the straight-up truth, right from the source.

Tom’s longtime love of bartending has come full circle since his days as a linebacker on the inaugural Jacksonville Jaguars football team—slinging drinks and talking shop with everyone from high-profile sports figures and entertainers to business leaders, journalists, and community leaders. Tom and guests trade insight and anecdotes, explore day-to-day topics and tackle the hard subjects, all with equal measures of energy, honesty, and laughter. Get the skinny on the real people behind the headlines, straight from the horse’s mouth.

This week, Tom spoke with Joey Scharf from your850, Joe Deegan from Depuy Synthes Spine, and Kimberly Waterhouse from Perception Results.

How have changes in technology affected your business?

Kimberly Waterhouse

The big thing for me is the effects on broadcast television. Sixty-percent of the market here has cut the cord/cable. Fifty-percent of them are getting it over a smart TV, while the rest may have an antenna device. Platforms now make it so you can skip ads or pay to shorten them, you have to ask how are you going to find a way to grab these people?

Joe Deegan

It’s important to really look at the audience that you are going after. It’s going to be a different media for an older generation, possibly print media. You also have Instagram and Facebook, there are all these different avenues.

What is the most important KPI?

Joe Deegan

Word of mouth is really important. You hear from family and friends, “Oh, I like what you did with this ad. I like what you are doing here.”

Joey Scharf

There always has to be a digital component complementing it. With people cutting the cord you don’t have the commercials, you don’t have that way to reach out to customers anymore. Social media is the only way that we have right now for getting out there and reaching out to customers. A struggle now is how do you go about finding the followers and getting them to follow you back on social media? Our goal is to show potential customers that we are different. When it comes to our branding, a lot of it is getting out there and showing them what we do and how we’re not like everybody else.

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