Client Spotlight: Wild Birds Unlimited 🐦🦉🦚
Bobby: A quick fun fact about Cole before we get started. Cole doesn't have water bottles at his house. A lot of people have YETIs or they have a water bottle that they use. Cole just has these 48- ounce Dasani old water bottles that you just continuously fill up. Oh, there it is. I don't know if you can see that on video.
Cole: I know what you're talking about.
Bobby: Oh, that's funny.
Cole: I just go on have to go and refill every time.
Bobby: Well, but I mean, you could just buy one of those. Do you wash those out?
Cole: Again, it's water. I mean, they wash themselves out really.
Bobby: So, you are under the impression that any kind of water filtration system is just a scam.
Cole: Bobby, you're going to want that additional fluoride and toxins and things in your water to build up that immune system. Otherwise, the first time you go and have some tap water, you'll be like," Oh, what is this?" Now me, now I'll be nice and callous to it all so it won't affect me. At least that's my logic.
Bobby: I am of that same mind. A lot of people want their kids to not get dirty and stuff like that. With my nieces, I just want to push them down into the ground, rub some dirt on them.
Cole: You could get a bag of mulch. You toss it on them as soon as they come over. You're like," Hey, get used to it. You got to build up a little bit of an endurance to this."
Bobby: Well, speaking of being outdoors and getting dirty, we've got a special guest with us on the podcast today. Bo Lowery from Wild Birds Unlimited. That was a horrible segue, but we'll keep going. First off, Bo, thank you so much for joining us. If you wouldn't mind just doing a brief introduction of yourself and of Wild Birds Unlimited, and then we'll get started from there.
Bo: Thanks so much for having me guys. Really fun to be here. I'm Bo Lowery. I'm Vice- President of Marketing for Wild Birds Unlimited, and we are a 41- year old brand at this point with about 350- ish plus retail locations around the U. S. and Canada. We're all about backyard bird feeding. So we really are focused on helping you find joy in your backyard environment by inviting birds into the backyard. We have been doing that for a long time and just enjoy, really connecting people with nature in that way.
Cole: So, technically it could be worse. I could be drinking out of my bird bath in my backyard.
Bo: You could, but I don't know.
Cole: Comparatively speaking, water bottles aren't all that bad, right?
Bo: Probably not as bad, though.
Cole: All right. So we have a 41 year old brand. You've been there for, it was 23 years?
Bo: Yep, 23 years. I'll be celebrating 24 this fall.
Cole: That's awesome. Congratulations.
Bo: I'm only 35 so I started early.
Cole: inaudible Give us a little bit of a background, a history lesson, of where you were 23 years ago, where Wild Birds Unlimited. What the initial stages and marketing specifically looked like for you.
Bo: When I joined the company, I was in more of a communications role. Although at the time, the marketing team wasn't really moving into digital as much. So the communications team owned the web and we pioneered email marketing for the company. All those sorts of things. And, and, you know, it was just the beginning. It was very much a time period when, I mean, I distinctly remember going to a conference pretty early on in my career at Wild Birds Unlimited and hearing about this email marketing thing, and coming back to my boss at the time and saying," Hey, I think this might be something that we want to look at and there might be something in it for us." I remember when we first started trying to add email marketing, having a conversation with some of our franchisees just about," Well, it's mostly text based, but this new technology will allow us to put pictures in the emails. Do you guys really think you want that?" They were like," No, nobody would want to see pictures in emails." It was a whole different world. Obviously, we evolved and kept up with the times, but just to put that in perspective of that's really where the mindset was at the time. That's pretty cool to see.
Cole: I'd almost love to see like a timeline of like what an email marketing was like back then, and then how it's progressed over the years and what it is now for you guys. That'd be very cool.
Bo: Yeah, for sure. It's definitely gone through lots of phases. We hooked up with Exact Target, the back of the day, they're acquired by Salesforce, but we were their first enterprise customer ever. And so, we've been using that tool from way back in the day and learned along the way with it. It's evolved significantly, obviously, with all the different tools they've added and capabilities.
Bobby: Well, I don't know if you've ever heard this before, but email is dead. So I hate to be the one to tell you.
Bo: I've heard about it. I was there.
Bobby: You can't get any revenue from it actually. It's just completely gone. I love the thought too, of how many of us are visual learners or like to see things visually. When the option for images and email was proposed,"No, no, no. Let's just keep it all text."
Cole: It seems so intrusive.
Bobby: I know. I know.
Bobby: So let's jump into a quick fun fact about birds.
Bo: Absolutely. Birds are really fascinating. It's, I think, one of the things that's always fun to see when we work with companies and when we work with our customers and our retail stores, is just the light bulb moment of," Man, there's something more to birds than just what I thought." Once you start to dig in and you learn a little bit about their anatomy and about their behaviors. It's pretty cool, but one of my favorite birds is the hummingbird. There are lots of really cool things to know about hummingbirds, but I think one of the things that I love the most is just, they're really the only bird that can fly backwards. They can fly upside down and it really all has to do with a shoulder joint that they have that's different from most other birds out there in the wild. So if you ever see a bird, a hummingbird, and it's hovering and you watch, it'll back up. Put it in reverse and back up. Nobody else can do that in the bird world.
Bobby: That's crazy. So they're like the F35 of birds.
Cole: They're almost a UFO among the bird life.
Bobby: That's a better. That's probably a better analogy. I don't know if the F35s can fly backwards.
Cole: I was going to get ready for some Tom cruise, Maverick, Top Gun like analogies, but there isn't really a backwards thing.
Bo: Well, they do go pretty fast. I mean, another really cool thing about them, I mean, you think about it, what's it take to hover in mid- air? They can. Their wing beats up between 20 and 80 times a second. If you think about just how crazy fast that is.
Cole: That's absurd.
Bobby: I love hummingbirds. Also, they're very hard to, you don't see them very often. So when you do see them, it's pretty exciting.
Bo: Well, it all depends on the habitat. I mean, if you put out the right kind of native plants that have the kinds of flowers they are attracted to, and you put out a hummingbird feeder with some nectar in it, and you'd be surprised. Been really fun. I've got a relatively new member of my team. One of the first things that she's done as she's getting in, we always say," You're going to come work for us. We'll turn you into a bird geek before it's over." It's happening. One of the first things she did is she went out and got a hummingbird feeder, put it up on her window. And the joy in her face when she told me that she got her first hummingbird was just, it's really, it's what we do this for. It was really fun to see.
Cole: It's really. And you're right though. I think hummingbird's especially are just kind of so odd and different. We always had hummingbird feeders around our house as kids. But every time one would roll, which was almost once a day, every time one would roll up, it was like,"Shh, it's here. It's here." Like we haven't seen this every day growing up here. But it's still just something cool to see. The rare occasion that they'll actually stop, and comes up, that was wow. It is. They're very cool. We talked about this concept of every time we hear that little chirp noise, a fun fact, just because what we found out from talking to Bo before this was, she is just a walking encyclopedia of knowledge of really cool random facts. If you know anything about this show, you've ever heard anything on here before, we love random facts. So that'll be some good, at least fun knowledge that we can plug in here.
Bobby: Bo you mentioned that you've been with Exact Target for a while, and you guys started on the email trend, which has seemed to catch on pretty well. What's been the transformation, which is a overused word, for sure, but the maturation of the marketing strategy and execution you guys have had over the last 23 years or so?
Bo: It's gone in waves. I mean, when we very first started using those tools, one of the things that we liked about it was once we finally realized we should show our customers pictures, that is, is really we could do some things for our franchise store owners, put some tools in their hands that gave them the ability to really convey that messaging about what's happening with local birds. But we went through a process where we had either the lock and publish model where we create the content, it's sort of locked down, and realized pretty quickly that especially in our world, birds are different in every region. And so, we really needed to enable our franchisees to change that out if needed and really creating that local connection they needed, the tools to talk about what was happening in their local area. Talk about local community events, things like that. We did go for A time where we did an on your behalf versus you have the tools model. We would have our franchisees say," Do you want us to send for you, or do you want to send on your own?" It was kind of equally split at the time. We didn't have nearly as many stores. And so, over time it became hard to manage on the side of us pushing the button for them. We moved into a different model of, here is what we do from a, we create an annual marketing plan, now for our whole system. Then we say, kind of keeping with the hummingbird be theme," In April, May, hummingbirds are back in most parts of the U. S. and Canada. That's a cool bird to tell a story about. Here's the email we've prebuilt for you about hummingbird. You can send it as is, or you can add to it and put your local content in there. Or if you don't like that at all, you can just create your own thing." We did that for a number of years and it worked pretty well. But what we started to see is over time, it was almost like, and no disrespect at all to our franchisees, but it was like given an adult a coloring book. They loved to like change the font color. Because they could make the background of fuchsia, they would.
Cole: It becomes comic sense.
Bo: Absolutely. You would just grab, you'd get these emails in your inbox, and you'd think," Oh." And you know somebody just spent all this time and they were very proud of it, but it just didn't represent the brand. And so, that was another kind of step in our evolution was just saying," Hey, this is the brand. These are the fonts. These are the colors. These are the things that we're going to zone in on." We're now in more of a mode where we continue to create those emails as part of a marketing campaign every month, but we've moved into offering journeys. And so, using Journey Builder, where we're saying... It's almost come full circle but in a much more sophisticated way where we're now we're pushing the button for them, but it's more automated. So we have a number of our store owners will say," Yep, I want to opt into the journey about hummingbirds. I don't want to think about it. I've looked over the content. It's good for me." And we push, it is scheduled as part of a journey and it's really working a whole lot better for us in that regard.
Bobby: Do they have access at all to marketing thought anymore, the franchisees?
Bo: Absolutely. Every franchisee has a log in. They have full control to do whatever. They can again use our stuff or they can create their own press and do all that.
Bobby: Then, for as far as access is concerned, do they each have their own individual business units or are they shared?
Bo: They do.
Bo: They each have their own business units. Now we roll up, for example, the subscribers roll into a master data extension at the parent level that we use for those journeys, but they still have their own, it's more data extension driven now than lists. We still have some people using lists.
Bobby: Oh, no. Oh, no.
Bo: Yep. List and groups, right? We've moved away from it though.
Bobby: That's good. It'd be cool to see if you guys run a report of what your master data extension was. The count was when you started versus what it is now.
Bo: It's grown exponentially. I mean, I think when I started 23 years ago, I was trying to think earlier, I think we had roughly 160 some odd stores, and now we're at 360. So, if just you to think about each one of those stores and growing their subscriber list over time, it's a lot more reach.
Bobby: Thinking about the franchise piece of it, what's the hardest part about leading marketing for a franchise business? Is it that dichotomy you mentioned earlier of you want people to have kind of a local flair for their store, but also make sure they stay on brand or what is it?
Bo: That is a huge one. We've worked really hard through the years. I mean, we are very sensitive to the fact that not every place has cardinals, for example. It's a really good example. A cardinal is a beautiful, bright red bird. Everybody understands it and identifies with it. It doesn't really exist west of the Rockies. And so, unfortunately we don't get to use it as much. We try really hard to find those birds and the topics that work most places, but we can't ever hit that a hundred percent of the time. And so, it's really then providing some additional content and additional resources for those areas where we don't really hit the mark on that. Then there's always just that part of," Hey, even if you don't have a Cardinal and you live in Seattle, it's still really cool to learn about it, and it's still okay that you see it." And so, I think some of that philosophy has taken time to get across to franchisees and have them buy in and understand that and really balance that with, but they're the local experts about birds and they really want to show the birds that are in their area. So that's an ongoing challenge, I think, with a franchise system like ours.
Bobby: Time for another bird fun fact.
Bo: Time for another one. Well, I'd say another one of my favorite bird families in general are woodpeckers. There are lots of them. The one thing that I think is always interesting if you really stop and think about a woodpecker, slamming its head into a tree to drill a hole with a beak on his face to get an insect out, so why doesn't his brain doesn't get concussed crazy and he's not just stars. It's really because their physical adaptation is that their brain is cushioned in a pocket of air and spongy content. If somebody really goes and runs into a brick wall, if I just run at top speed and run into a brick wall, that's what it's like for a woodpecker's head. So, they've really got that adaptation.
Cole: So NFL helmet engineering should really look to the woodpecker.
Bobby: That's what I was just going to say. Do you think that the NFL has contacted Wild Birds Unlimited to ask them about woodpecker?
Bo: I know. Well, Amazon's got the the right idea where they put all those bags of air in all of their packages, right?
Bobby: Oh yeah.
Bo: I mean, it's kind of the same thing.
Bobby: It might protect our package, but boy, is it driving me crazy.
Bo: That's right. That's right. Woodpeckers also have these really stiff little bits of, I guess they're little tiny feathers around the openings of their nostrils so that wood chips don't get in there. So just they have a whole bunch of interesting little adaptations based on how they live in the world. I love to watch them. They're really fascinating.
Cole: Very cool. I like to watch them when they're on trees, coming from a guy with wooden siding on his house. I prefer hummingbirds being around here.
Bo: There you go.
Cole: Than woodpeckers.
Bo: We definitely get a lot of those calls every year. Why is this woodpecker drumming on my house and how do I make him stop? Definitely a thing.
Cole: So, we've walked through the history and the present day of Wild Birds Unlimited, but what's the next step in terms of marketing either technology or capabilities or features that we're looking to take advantage of. Things like that. What's on the horizon for like the next year or two.
Bo: We are in the midst of a pretty significant shift and I guess maturation really in what we're doing with digital. We've started this process, oh, probably about the time of the pandemic. In all honesty we had just started. And that is, we had added Journey Builder. We were moving into the journey concept. But we've since added Interaction Studio and CDP. And so, we're really starting to do, we've implemented, I think it's about four different use cases for Interaction Studio and abandoned cart on our e- commerce platform, both an exit intent pop up," Hey, don't forget you got something in your cart," along with an abandoned cart email retargeting. We're seeing really good, strong results there with that. We've added, oddly enough, just a simple little information bar that is served up on our corporate website to help connect people with their local store. What we're seeing there is that if people have gone through that experience that's served up by Interaction Studio, we're seeing a higher average order value among those people. And we really think it has a lot to do with how they've connected with the local store first. So just a lot of that is in the works now and going live. Then our Customer Data Platform, CDP is really what's next. We're getting ready to implement that. We're also, at the same time, as a system, we are rolling out a new point of sale system across all of our stores that's cloud based. So that's really going to give us just a tremendous amount of data that we've never had access to, that we can then activate and really make all of our interactions with our customers a lot more personalized and relevant.
Cole: It sounds like you were one of those brands that I love to hear this story about, where COVID was not a hunker down and let's take shelter. This was a very much like let's get aggressive step into it. I imagine so. I mean, a lot of people spending time at home, looking for entertainment, not able to get out of the house. This is probably really fortuitously right up your alley to grow in.
Cole: It sounds like, at the same time, between the localization aspects and targeting with Interaction Studio, Dynamic Content Capabilities, it sounds like there's a lot in front of you guys that you're just picking off the limbs as you go.
Bo: Pretty much. We were super fortunate. Honestly, COVID and the whole pandemic experience, as unfortunate and scary as all that was, it was really a great accelerator, I think, for us as a brand. It really drove, especially millennial age folks who we had probably struggled to reach before because there was sort of the perception of," Oh, bird feeding. Oh, that's what my grandma does." And so, when people slowed down enough and they were actually at home.
Bobby: Maybe if your brain is really cool.
Bo: Well, yeah, exactly. But once people actually slowed down, they were home, they had time to look at their backyards a little bit, they were looking for things to do. Then they realized, oh my goodness, this is super cool. I can really engage my kids and bring a little bit of nature back into our lives and not all just... I'm a technology geek. I love all this stuff too, but man, there's a point where you need to look at the natural world and change your brain a little bit. And so, we've been really lucky about that. I think that was part of what made us really put the pedal to the metal and keep going. Because we know we've got to really talk to these new customers in different ways and make sure the technology helps support our efforts to do that. Chirp, chirp. I got one more.
Bobby: This is another one.
Bo: All right. So what color do you guys think bluebird's feathers are?
Cole: I'm going to go with anything but blue because clearly this has to be a trick question.
Bo: There you go. There you go.
Bobby: I'm going to stand my ground. I think it's blue.
Bo: You think it's blue? Actually they have no blue pigments in their feathers at all. But really what's happening is that the cells of the bluebird feather is actually absorbing every wavelength of color except for blue. And so, that's why our eyes see blue.
Cole: No kidding. So it's kind of like, well, the very reason that the sky appears blue to us.
Bo: The same thing.
Cole: Its frequency levels of the hue going through it.
Bo: That's the one.
Cole: Like a prism when it breaks down the sunlight coming through it.
Bo: Absolutely right.
Cole: The bluebird in the night is just an invisible bird, right?
Bo: I think we just dropped some knowledge on Bobby there.
Bobby: The sky isn't blue? I'm looking at it right now. It looks pretty blue to me. What the hell's going on, Cole?
Cole: That's really cool. I didn't know that actual, the physical matter of feathers could do something like that. Bobby, the way we see the color of the sky is how you hold a prism up to the light and sunlight will come through it. It'll break down into a rainbow and you'll see all of the colors.
Bobby: You have to be here. I have no idea what a prism is. Hold on, hold on. Let me Google it real quick.
Cole: So this prism... are you Googling it? Do you want to give us the...
Bobby: Oh, like a little glass triangle thing. I gotcha.
Cole: So, when you hold that up to the sunlight, you'll see the breakdown of all the colors. What actually happens in our atmosphere, which is, I think it's something like it's more than 70% nitrogen, more than 20% oxygen, and there's argon and some pollutants and stuff like that. But what we actually see is the sun is sending that light through, but what we see is called, I think it's called, it's not reverberation, I think it's vibration. But what actually happens is if there's a certain wavelength that is trapped in its entirety from end to end, and this just kind of happens by chance, depending on what the atmosphere, or in this case, what the cellular volume of the bird's feather is, that it'll actually trap that color and radiate it. And so, it looks like the surrounding is that color. What's happening in our skies, all of that is trapping the color blue, a low frequency wavelength. It's vibrating that color out so its surroundings look like blue. Now, when all of the particles of the sky are doing that, it makes the entire sky look blue. So in this case, a bluejay's feathers... or is it bluejay or bluebird?
Cole: Bluebird, sorry. A bluebird's feathers are doing that exact same. So it's not actually a color blue at all. That's pretty wild. I never knew that.
Bobby: We need to change the name of this podcast. The Colors of Cole.
Cole: Bo started it. Colors of Bo and Cole, and Bobby Googling what a prism is.
Bobby: Yes. Bobby learning. Bo what do you wish you knew something that you didn't spend a lot of time on to begin with. I'm going to take email the answer of email marketing out of it just to throw a wrench into it. But something in your marketing tool belt that's made a huge impact that maybe at first you didn't realize was going to be such a huge uplift for you guys.
Bo: Oh, gosh. A lot of things come to mind. I think despite the fact that it's always been a buzzword, but I really do think that personalization or the localization aspect of it, balancing that along with the brand messaging, I think just understanding that a customer at that local level is smart enough to understand that we are a brand and that we have certain brand messaging that applies to everybody, but then they want the little sprinkle on top of just the little local cool something that's happening. Just really what a difference that makes. Because I think when you really look at why our stores are successful, it's truly is a place when you walk in, they're going to know your face, they're going to know your name. They're going to know what backyard birds you're trying to attract, what challenges you might have for, and just how technology can bridge that. You think of technology as cold and impersonal, but if you do it right and you do it intentionally, you can give that same sense in a digital space. And just, I think, how important that is to continue the brand presence with your customers.
Bobby: Are there other tools outside of Salesforce marketing cloud that you use for personalization?
Bo: We do some with, every store has a website that they can do the same sort of thing with. We provide social content that they can do the same sort of thing with. We try to carry that across multiple digital channels.
Bobby: Is there a provider or a platform on the website that provides them the ability to do that you guys use?
Bo: We do. We use a platform called the Franchise Builders is the name of the company. They provide, it's kind of like a content management system but where we can publish content for our stores to use on their web, and then again, they can also create their own. That's where we see a lot of the localized content showing up on the web.
Bobby: Gotcha. Okay, great. Well, thank you again for joining us. We really appreciate it. This has been very insightful, not only on the marketing and technology side, but also on the bird side too.
Bobby: Shifting to completely unrelated. I was going to do a favorite bird movie, but there's really not many of them. I think everyone knows the big one, which is The Birds by Alfred Hitchcock, which not necessarily a positive film I would say.
Cole: Real good flick there.
Bobby: Everything else is basically with penguins like Happy Feet or March of the Penguins. So I shifted this to favorite animal movie of all time. And just to kind of give you guys a little bit of a precursor, there's quite a few out there that I'd kind of forgotten about. So, Jaws, we don't think about sharks animals. Then we've also got things like Old Yeller. We've got Homeward Bound, Babe, Lassie, Iron Will, Arachnophobia. It's probably a stretch, but Turner and Hooch, a great one. Free Willy, 101 Dalmatians. So there's a ton of them, but Cole, we'll start with you. What's your favorite animal- related movie?
Cole: So while we're on fun facts, I'll give you a fun fact about myself. The only movies I've ever cried in are animal movies. I don't know if that means I don't like people. I think I do.
Bobby: Those are the right movies to cry in.
Cole: But the only movies I ever cried in were animal movies. I don't know. It just when you lose one of those guys. But my all time, you already said it, all time for me is Homeward Bound. I think it was, as a kid, the voices, Chance, Shadows, Sassy. Here's what I'm realizing though. They had all these surprise roles from bears and mountain lions and all these other things, and horses and stuff in the movie. I didn't see a lot of roles for birds. Now I'm kind of feeling like an anti- bird bigot over here.
Bo: There you go.
Cole: A couple of maybe flapping in the background here or there, but no actual for birds.
Bo: For birds.
Cole: So I'm a little disappointed.
Bo: They're underrepresented in the movie world.
Cole: Put a hummingbird in there or something. Come on. Well, Homeward Bound was hands down my favorite movie as a kid growing up. One of my favorites of all time. What about you, guys?
Bobby: Bo, how about you?
Bo: I'm going to show my age a little bit here. One of my earliest movie memories is an animal movie, was Benji. I don't know if you've ever seen that. It's from the early 70s.
Bobby: No, never seen it.
Bo: It's one of those that, in a way, it's got a lot of that Homeward Bound same kind of storyline. I still to this day remember there's a scene in it where the little Benji's a little, I don't know what, he's a little terrier or some sort, and he's out on his own and somebody kicks him and he yelps. I mean, as a little kid, it just, oh, it was awful. So, I remember that.
Cole: When was the last time you caught Benji? Either watched it, watched it, caught it on TV, or something like that?
Bo: I don't know that I have seen it since I was a little kid. Now that you guys have asked me this question, I'm going to have to go look it up.
Cole: So I say this just because I feel like you should because those old reactions and emotions, they don't go away. Full disclosure, I caught Homeward Bound, just on TV, I don't know, probably a year ago or something like that. That part where Shadow can't get out of the pit still got me. Still, still gets me. I was like, oh, who's pumping pollen through the vents here? This is terrible. You go through all the same emotions you did when you were a kid watching it all over again.
Bobby: Well I got to say I'm a little disappointed that nobody mentioned, some there's some big classics out there. Air Bud. No one mentioned Air Bud. Also a couple of the staples, Lion King, Zootopia, Sing or Sing 2, Chip and Dale Rescue Rangers. These are all that I would've assumed Cole would've mentioned.
Cole: That one's too new. I haven't seen that one. That's too new yet.
Bobby: Have you guys seen Bolt?
Cole: I don't know what that is.
Bobby: Bolt is good. I don't know. It's a movie about a little white dog who gets lost. I think he's voiced by John Travolta, which is kind of odd. Nothing against John Travolta, but it's just odd to see a dog voiced by John Travolta. But my favorite dog movie of all time, Bo I don't know if you know this or not, I can't remember if we mentioned it before, but I Have Three Dachshunds. And there's a movie from, I believe, it's 1966. Yep, 1966, called The Ugly Dachshund.
Bo: I've never heard of that.
Bobby: It's a family. It's a couple that has a family of dachshunds, but they also have a Great Dane who thinks he's a dachshund. And so, it's just basically, it's like Beethoven but with a Great Dane who thinks he's a dachshund. It's pretty great.
Cole: Bobby goes for the real complex indie films, not the mainstreamers. He's not a mainstream.
Bobby: Well, guys, what I'm really interested in are films. Pictures, if you will. I'm not really into movies.
Cole: He's a picture guy. What can you say?
Bobby: But if you guys want to be entertained and not really understand the elements of movies in films, I understand. Well, Bo, thank you again. This was a ton of fun. We really appreciate you coming on. As always, listeners, if you have any requests or if you'd like to get in touch with Bo and learn more about birds, you can certainly reach out to her on LinkedIn or through Wild Birds Unlimited through their website. But you can also reach out to us in the clouds @ lovedigital. com at any time, and we'll catch you next time.
In this episode, hosts Bobby and Cole are joined by Bo Lowery -- Vice President of Marketing at Wild Birds Unlimited. Wild Birds Unlimited (WBU) is a 41 year old brand with more than 350 retail locations around the U.S. and Canada, with the goal of helping you find joy in your environment by inviting birds into the backyard. Bo has been with WBU for more than 20 years, and has been a part of their digital marketing transformation. In this podcast, you will learn where they started with email marketing (as the first enterprise customer of ExactTarget!), and how they have evolved their marketing strategy and used creativity and personalization to engage with their customers. (Also, be sure to listen for three bird fun facts shared by Bo!)