The Future of Small Business Marketing: Geofencing with Calleri and Wardell

Ask Brien Show

In this episode of the Ask Brien podcast, hosts Peter and Traci welcome Ernesto Calleri and Barbara Wardell, co-founder of Calleri and Wardell, a geofencing advertising agency. The guests share their journey from diverse backgrounds into the world of location-based digital marketing. This insightful discussion explores how geofencing technology is revolutionizing small business advertising and customer acquisition. Ernesto and Barbara explain how their proprietary platform allows them to target potential customers based on their physical location and provide detailed foot traffic analysis. They discuss the challenges they faced in building their business, including issues with technology providers and the need for constant innovation. The episode also touches on the importance of client relationships, competitive exclusivity, and the future of digital marketing in the context of AI advancements.

IN THIS EPISODE:

• [5:19] Barbara and Ernesto’s background before co-founding Calleri and Wardell
• [11:48] Understanding Geofencing Technology: How GPS satellites create virtual fences around competitors, targeting potential customers with precision
• [17:21] Customer Journey and Foot Traffic Studies: Barbara shares their unique approach to onboarding clients and conducting foot traffic studies for tailored strategies
• [24:50] Challenges in Launching the Business: The obstacles faced by Calleri and Wardell and how they overcame them to ensure client success
• [29:56] Future Plans and Expansion: Ernesto and Barbara discuss their plans for a self-serve platform and international expansion

KEY TAKEAWAYS:

• Precision Targeting: Geofencing allows businesses to draw virtual boundaries around competitors, targeting potential customers with pinpoint accuracy. This approach helps small businesses increase foot traffic and visibility.
• Data-Driven Insights: Proprietary foot traffic studies provide invaluable data, enabling businesses to understand local market dynamics and make informed decisions about location and strategy.
• Commitment to Exclusivity: Calleri and Wardell's promise of not working with competitors in the same area builds trust and ensures tailored support for each client, fostering strong relationships and effective marketing.

LINKS MENTIONED:

Calleri Media website: www.cullarimedia.com

BIOS

Ernesto Cullari is a writer, commercial photographer and commercial director, as well as our Chief Marketing Officer. He's experienced at managing all aspects of content creation and digital ad creation, ad management, distribution, and optimization. He is a pioneer in the field of geofencing.

Throughout 2021, he was the weekly on-air side-kick on 710 WOR for Josh Jalinski, The Financial Quarterback™. Ernesto was the producer for The Financial Quarterback™ weekly YouTube Live as well.

Ernesto was head of artist development for the Platinum-selling, and Grammy Award-winning team KNS Productions: whose successes include 3LW, Britney Spears, Lady Gaga, and The Back Street Boys. He's an ASCAP songwriter who has had hits on Disney Radio and Country radio.

His editorial writing is featured on Fox News, and he is a weekly columnist in the triCityNews. In 2012, Ernesto was Monmouth County's GOP nominee for US Congress.

Ernesto's marketing, directing and photography clients include The Original Soupman™ of Seinfeld fame, Hynt Beauty, One Over One, Well Within Beauty, si SKIN Organics, PaQuí Tequila, Natural Nuance, Otteroo Baby, Juniper & Pine, Bonnet Creek Resorts, Kiwabi, Celebrity Colorist Kazumi Morton, Salon Kazumi Beverly Hills, Chef David Burke, No Bull Burger, and many more notable brands, restaurants, and chefs.

He's also cofounder of Cullari Media.

Barbara Wardell is a seasoned marketing and ad professional who left behind a very successful career in the specialty medicine world to become a disruptor on behalf of small businesses.

She has a hunter-gatherer mindset she uses to guide Cullari & Wardell. Barbara focuses on what makes her clients strong and their competition weak. She then uses GPS location data to match would-be customers to her client’s strengths, thereby both hunting and gathering. The measurable results in terms of increased foot traffic and online conversations are game-changing. Beyond her professional pursuits, Barbara is a proud mother of two outstanding young men, balancing her role as a dedicated businesswoman with a passion for enjoying life to the fullest and spending quality time with family and friends.

At Cullari Wardell, her focus is on client relationships and the performance of each account. She's committed to ensuring every client performs at their optimal level.