IIeX North America 2019 Podcast Series

IIeX NA 2019 Conference Series – David Paull – Engagious

Welcome to the 2019 IIEX North America Conference Series. Recorded live in Austin, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews David Paull, CEO of Engagious.

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This conversation with David Paull, CEO-Founder of Engagious and Dialsmith, offers a unique perspective on his business where he’s finding traction in the marketplace and adding value to his customers.  The other part that I think is real interesting is he’s incorporated in the Engagious podcast an interesting marketing spin that I think all of us as marketing research agency owners should at least start thinking about.  And his particular spin on this podcast is centric to connecting the dots between our discipline of market research and then other disciplines like aeronautics and chemistry and physics and whatever kind of stuff, creating more of a holistic point of view of data insights.  So, I hope you enjoy the episode. As always, you can reach David Paull in the show notes. Thanks so much. Enjoy.


My guest today is David Paull, CEO of Engagious.  Sir, thanks for being on the Happy Market Research Podcast.


Thanks for having me.  Appreciate it.


It is an honor to have a fellow podcaster on the show.


Yeah, I know.  I love that too, and anything we can do to support each other and get more quality content out into the industry is awesome.


Totally, totally.  Now, you’ve been on my show before, right?  


Yes, sir.  


And that was a great episode.  I can’t remember the number of it, but I’ll post it in the show notes for those that want to like do a deep dive with you.  These are a little like micro-episodes that I throw up based on the different events, which has been really fun. First year in Austin at IIeX, what are your thoughts?     


I think this is a great location.  I imagine it draws a lot of people because it’s a cool spot.  This venue is good, and I like the format that they’re doing this year.  I like the quick 15–20-minute sessions. I think they’re tapping into people’s attention spans.  It’s probably a lot like you’re learning and I’m learning with this format. Early on, I started with longer form 45 minutes, some were pushing an hour.  I figured Tim Ferris can do it; I can too, but…


And Joe Rogan, two hours.         


Yeah, right.  But that really doesn’t work.  So I think those 15–20-minute bites are just right.  So, so far, I like it a lot.


Me, too.  It’s funny like show format-wise, I’ve been struggling with that because I have a standardized eight questions that I ask.  And I’m very sort of rigid on that piece, but at the same time, the rule of thumb is you have to earn right for attention every 20 seconds.  So you really got to start pressing in as a host on “How can I create engagement – basically sound bites – every 20 seconds,” which is hard.


Yeah, well, because a lot of guests, they’re not professional guests.  They’re professionals in their own field and you get them talking about it and they’re talking and talking and talking.  And while it’s important and fascinating, it’s not in 20-second sound bites.


Exactly right, especially researchers.  But it’s fun, it’s fun. It’s such a great group.  So, this is Day 2. What highlights do you have of the show so far?  


Ah, I have been personally taking away a lot from challenges that this industry’s having marketing itself.  I get that from a lot of these events. Sales and marketing related to the market research industry: everybody says it we’re great at research; we’re not great at marketing and positioning and selling what we do.  So I’m always looking for new ways to help do that, especially now that I have a full-service agency in addition to a technology company. You know the technology background from your background, it’s a whole different sale.   




And so, we’re kind of learning as we go, and I’m picking up a lot at events like these.  


Well, hey, listen, tell the audience a little bit about what you’re doing.


So, Engagious is our full-service agency that focuses heavily on message and communication testing, crafting, testing, and refining of messages and content, stories, ads, brand-positioning, sales presentations – anything that needs to be communicated from an organization to its target audience in order to get that target audience to take a particular action.  So we start with what’s the desired action and we reverse engineer from that back to what needs to be communicated and positioned in order to trigger that action. And we’re pretty agnostic when it comes to methodologies and technologies: we really plug in what fits based on the nature of the study, the problem that we need to solve.


Ideal customer?  What do they look like?


We do a lot of B-to-B, and it’s clients who have often complex things that need to be communicated in a more simple way, easy to digest, or where there’s a particular call to action but it’s failing to connect, it’s failing to resonate.  The organization thinks they’re making a compelling offer or they’re communicating clearly and there’s a disconnect between that and how the audience is receiving it.


So, you’ve walked around the trade show floor.




Favorite tchotchke?


Favorite tchotchke.  It’s funny. I haven’t picked up too many so far.  You stumped me. I haven’t too many. I’ll tell you and I’m not just saying this ‘cause we’re here:  I love your Happy Market Research Podcast sticker and notebook, especially the sticker, and how colorful and happy it looks.  


This is the hack there.  You have a 16-year-old. Dutch Bros, I assume, is part of the lifestyle.


Oh, my goodness, yes.


So, at the beginning of the month, they do these really cool sticker giveaways.  And my kids have been collecting them. And I’m like, “You know what I’m going to do?  Every trade show I’m going to put together a cool sticker for that particular trade show, and it’s going to be modeled after the Dutch Bros sort of.


So, this one’s unique just for this show.  You’ll redesign for the next one.





You know it’s not too expensive.  100 bucks or whatever it is. And call it a day. Yeah, totally. So, anyway, that’s…


That’s a cool idea.  No, Dutch Bros is a phenomenon.  Talk about a branding exercise. Frankly, I don’t think their drinks are all that great compared to other chains.  I’m from Portland, Oregon; so, I’m a coffee snob anyway.


So, you’ve got Pete’s; you’ve got Starbucks.


Yeah, Starbucks owns most of them these days, but when you can find a great independent roaster and they’re really doing something special.  Dutch Bros is truly a commodity but they’ve tapped into that generation.


They’ve nailed it.


Yeah, we’ve just heard a presentation about Gen Z.  I mean Dutch Bros is coffee for Gen Z. And it starts with stickers, and it ends with 1000-calorie blue whipped cream bombs.  I mean the kids can’t get enough of it.


They really can’t for 8 bucks.  


Yeah.  Often, it’s for my 8 bucks.


My 8 bucks, I know.  I actually startled my kids.  I said, “I’m not doing it anymore.  You have to do your chores and this work in order to earn…”  I’m still losing money by the way, but at least I’m getting the dishes done.   


A little something in return for it, yeah.


Dave Paull, thanks so much for joining me.  If somebody wants to get in contact with you, how do they do that at Engagious?  


Ah, DavidPaull@Engagious.com, Engagious.com, LinkedIn, Twitter, YouTube.  Search “Engagious.”


When you Tweet, do you Tweet from Engagious or do you do it from your personal?  


Both.  I tweet from my personal and we have a team who tweets out from Engagious, but we’re responsive to both, for sure.


Listen, you guys got to do the MRXChat.  Get on that. It’s on my website, happymr.com.  MRXChat: We get about 100 or 200 different, simultaneous participants.  So, one hour; it’s in conjunction with Jake Pryszlak, Research Geek on Twitter.  I forget what the topic is in the upcoming one in May, but it’ll be really good. Good exposure, great community, great way for expanding it.  But one of the things I’ve noticed though, and the reason I bring it up is like there’s a different sort of engagement: if it’s SurveyMonkey that interacts with the community versus Leela, the CMO of SurveyMonkey, you know what I’m saying.  You get a much higher engagement, I’ve noticed, if it’s not the corporate brand.


From the person, specifically on Twitter.


Specifically, on Twitter, it’s a really interesting phenomenon.


Yeah, I agree.  I find that too.  So we try to do both.  We’re trying to crack the LinkedIn code now, too.  We’re doing a lot of work, trying to figure out the most effective ways to engage on LinkedIn.  And there’s definitely a big difference between the person and the company.


The context there is so…  I mean I can nail that for you guys if you’re ever interested in it.  Alright, great. Hey, thanks so much. Have a great rest of the show.


OK, thanks, Jamin.