Insights - full text for AI crawlers
The four canonical Eveoy insight posts, in full, for non-JS readers and AI assistants.
By Brad Cowdrey, Founder & CEO, Eveoy |
Two years of testing and a year of paying only when real people walked into real stores. Here's
what we learned.
Three years ago we asked a strange question.
What if a marketing platform charged only when a real human walked into a real store?
Not when an ad served. Not when a link got clicked. Not when somebody "engaged." Only when a
real customer crossed a real threshold, stayed 10 minutes, and brought back a photo.
It sounded reasonable when we said it. It sounded crazy to most of the marketing world we said it to.
So we didn't launch.
We tested it.
For two years we ran the platform without charging brands a single dollar under the new model. We sent
shoppers. We watched them visit. We checked their photos. We measured the no-show rate. We built the
refund mechanism. We rebuilt the matching engine. We threw out three versions of the app.
Then, a year ago, we started charging.
Here's what's happened since:
230,000+ receipts issued. 0 fake clicks billed. 575,000+ new customers ready to send and growing signed up
to do this work. 40+ brands tested the model.
Some of what we expected:
Brands liked the math. $24.99 per real customer is cheaper than most digital channels by an order of
magnitude.
Shoppers liked the visits. Most rated their experience 4.7 or higher out of 5.
The photos came back better than agency-shot content. Real people. Real lighting. Real stores.
Some of what we didn't:
The brands that started first kept ordering more. Even when their other marketing budgets got cut.
The shoppers who did one visit kept signing up for more. We have a waitlist now.
The receipts started getting forwarded internally. CMO to CFO. COO to CEO. "Look at this."
The strangest part:
Nobody asked us for a case study. Or an attribution analysis. Or a multi-touch model. Or any of the things
marketing usually drowns in.
They just looked at the receipts.
A real customer walked into a real store. We paid her $24.99 to do it. She took photos. The brand owns
them forever. The brand can prove she came.
That's it.
That's the whole platform.
230,000+ receipts. Zero fake clicks. One simple deal.
Field notes from two years of testing and one year of doing it the new way.
Read the full post ->
By Brad Cowdrey, Founder & CEO, Eveoy |
Impressions were a unit of currency invented by the people who sell impressions. Here's what to
use instead.
Impressions were invented by the people who sell impressions.
That's not a conspiracy theory. That's how the unit got into your marketing reports.
A century ago, somebody in the advertising industry needed to charge for newspaper ads, and they
didn't have a way to count "how many people actually read this." So they invented a number
for "how many people might have seen it," called it an impression, and started billing.
Everyone agreed to pretend the number meant something.
It worked for a while. Then television came. Then digital. Then mobile. Then social. Every time the medium
changed, the industry kept the same trick: invent a unit of "might have," bill for it, call it
data.
CPM. CPC. CPV. Engagement rate. Reach. Impressions served.
Every one of those numbers is a guess about whether a human was paying attention. None of them is a human
paying for your product.
Here's what most marketers eventually realize, usually around year 10:
The number of impressions you bought has almost no relationship to the number of customers you got.
You can prove this for yourself. Pull last quarter's impression numbers. Pull last quarter's
revenue. Try to draw a line between them.
The line wobbles.
So what do you do?
You stop buying impressions. You start buying customers.
A customer is a real human who showed up at your store. Not a flicker on a screen. Not a guess. A person.
With a receipt.
A receipt is harder to fake than an impression. It says: this person walked in, stayed 10 minutes, took
these photos, bought this thing. It's signed by the world.
We've issued 230,000+ receipts. Each one cost a brand $24.99. Each one is a real customer who walked
into a real store.
Zero impressions. Zero clicks. Zero engagement metrics.
The impression had a good run. It outlived its usefulness about 20 years ago. We just kept paying for it
out of habit.
The receipt is the new unit. Pay only when a real human walks in. Get refunded when they don't.
The impression is dead.
We just haven't held the funeral yet.
Read the full post ->
By Brad Cowdrey, Founder & CEO, Eveoy |
The founding POV of Eveoy. Why we stopped paying for hope and started paying only when a real customer
walked through a real door.
Marketing has always been a bet.
You put money down. You hope something comes back. Sometimes it does. Sometimes it doesn't. You make
a chart. You explain the chart to your CFO. She nods politely. The next quarter, you bet again.
That's the whole job description for most of marketing's history.
We thought it was time to retire it.
So a few years ago, we built something else. We built a platform where you don't bet anymore.
You buy.
You pay $24.99 for a real customer who walks into your store, spends 10 minutes there, completes the
activities you cared about, and leaves with photos you own forever.
If she doesn't show up, you don't pay. The refund is automatic. There is no form. There is no
review meeting. There is no "let's circle back."
That's the deal. That's the whole platform.
We call it Eveoy. The customers we send are real. The stores they walk into are real. The receipts are
real. The photos are real. The refunds are real.
There's no hedge in any of those sentences. We checked.
Most marketing platforms can't write that paragraph honestly. They charge for impressions, clicks,
"engagement," things that turn out (when you look closely) to be vapor. They hide their failures
inside dashboards too complicated to audit.
We don't. We refund. We publish the refund rate. The brands who got refunded came back.
Here's what we believe:
The unit of marketing should be a real customer walking through a real door. Everything else is theater.
The theater was an interesting bridge for 80 years because we didn't have the technology to do
better.
We have it now.
A bet pays out sometimes. A purchase pays out always.
Marketing should be a purchase.
If you run a physical store (apparel, food, beauty, retail, hospitality, anything where humans walk in and
buy), this is for you.
We started in brick-and-mortar because the proof was hardest to fake there. A receipt that shows a real
human, in a real store, with real photos, on a real Tuesday: that's hard to argue with.
You can find us at eveoy.com. The first 40 customers are $999. If they don't show, you don't
pay.
Marketing was always a bet.
We made it a purchase.
That's our whole company.
Read the full post ->