"Show Don't Tell" Ken Cruz - Mile High Creatives - Matterpod Ep. 8

Ken Cruz
We thought we had to tell them everything. And I think that was the biggest lesson we learned. We don't have to tell them anything. We just have to show them.

Christian Adams
Hello and welcome back to the Matterpod Podcast for Matterport Pros. We are excited to be joined today by Ken Cruz from Mile High Creatives in Denver, Colorado. We really appreciate you taking the time, Ken, to chat with us today about your experience in the Matterport space.

Ken Cruz
Thanks for having me and creating this opportunity. I appreciate that.

Christian Adams
No problem. Well, go ahead and get started, Ken, if you wouldn't mind just giving us a brief introduction to Mile High creative yourself and maybe talk a little bit about how you got started using Matterport.

Ken Cruz
Yeah, well, you know, I started Matterport just about almost four years ago, and it all began in real estate. So before being a Matterport technician and stepping into the virtual world, I was a licensed real estate agent. And, you know, hiring vendors to do my photography, my virtual tours. And my partner was like, Hey, wait, why can't we do that?

You know, let let's, let's tack on another service that we can offer for our clients. So that's exactly what we did, right? We did a research, found out what equipment we needed, and that's how it really all began. Got ourselves a pro too, with Matterport and really just hit the ground running. And then the pandemic happened. And my partner, he comes from a family business and they do sporting goods, equipment.

And, you know, like many businesses, had to shut their doors to clients. And, you know, me and my partner were sitting there thinking like, what? What can we do to help their business, allow customers to still engage with them and walk through their doors? Well, that's when we grabbed the pro two and we literally went in and scanned their location, scanned their products, and we thought, you know what?

This felt good. This felt great. Let's let's do this for businesses, smaller businesses that are going through these same struggles and the rest is history. You know, we found out there's that market here in Colorado to do that. And, you know, from now on, we've grown into having our own studio, having a team of four and really still honing in and focusing on helping our small businesses.

Christian Adams
That's incredible. So you grabbed the pro two, took it into your partner's sporting goods store, made a tour. Did you add product data to the Matterport Tours? What what was the end experience that you ended up creating for the sporting goods store, and what were some of the results that you saw? How did you utilize that? Matterport tours with the actual sporting goods store once it was done?

Ken Cruz
Yeah. You know, the first thing we did is add video, right? We know video, especially when it comes down to purchasing something, you want to see it in action. So we started creating video content for each of their products. Right. So how do you set up this volleyball net? And, you know, the different settings within the height difference and really showing off the specs?

One, you know, virtually, but but two, you know, actually seeing them in action and from there matter tags obviously wouldn't have then the nice, you know, options of customizing the tags. So we just had those lovely little dots to start off with, but we allowed consumers to go in, click on those items at, you know, push them to their actual website's e-commerce portion and purchase the product, you know, plugging in obviously contact information, website information.

But truly one great thing and, you know, I don't want to take any credit because obviously they worked really hard during the first year of the pandemic, but they had a great year. They were able to send the QR codes to Costco, one of their largest buyers, and Costco was able to put on VR goggles and look at their products and engage with their volleyball nets in a way that they've never been able to. Right.

Christian Adams
So did the Q Did the QR codes lead the Costco buyers actually to the Matterport Tours to see what the the product, the products look like or what what was the there what were the Costco employees seeing in the VR goggles?

Ken Cruz
Yes. So there was two setups, right. So there is one for them sending out to Costco leadership, I should say. Right. They make the decisions of what goes on their shelves. And these, you know, these buyers, quote unquote, for Costco, were able to take it a dive into these volleyball nets and say, all right, you know, let's order thousands of volleyball nets.

However that portion works right? Then from there, we're able to add that QR code on to the actual packaging of the volleyball net. Right. So now the consumer can go and say, oh, this looks like a great volleyball net, said, oh, QR code to see it in action, they scan it on their phone and they're able to see it right.

There's no more telling. It's all showing at that point.

Christian Adams
When they would scan the QR code on the packaging, would it show a video of the product or was it the volleyball net inside of a Matterport tour?

Ken Cruz
It was it was it was a landing page then taking them into the virtual tour. Right. So there was other products that they were able to access and things of that nature for Costco, but it was its own landing page, obviously branded ticket to Costco for that client.

Christian Adams
That's incredible. So you had seen the fruits and the positive results of how you can utilize Matterport tours with retail customers like the sporting goods store. You actually saw it come to life and be a value add for the sporting goods store. The retail store.

Ken Cruz
Definitely. Right. Either one of the biggest opportunities for them is to showcase especially their larger products. And as a consumer myself, I want to see it set up. I want to see it how much space am I going to need? And now I can do that by scanning a QR code, looking at my phone and, you know, seeing that size and setup and, you know, all the specs that come along with it.

Christian Adams
When you guys did that, do you use any software overlays to create the experience or did you just use the standard Matterport tools?

Ken Cruz
We started off all standard, you know, making everything that the standard matter tags, hyperlinks, there was no overlays. The only thing that was really added in there is additional content where the videos or photos that were shot.

Christian Adams
That's so cool. Well, since then, since creating that initial experience of the sporting goods store, how have you gone about pitching that same vision and value add to businesses outside of of your business partner? And have you have you seen success?

Ken Cruz
Yeah, you know, coming right out of the pandemic, you know, one of our biggest opportunities was telling more people about this experience and what the service can bring. And we thought we had to tell them everything. And I think that was the biggest lesson we learned. We don't have to tell them anything. We just have to show them, right.

Our biggest hurdle is a lot of business owners that we would approach where, you know, towards, you know, the ages of 50 or 60. So they heard virtual tours. They're like, I already have a website. I don't need a website. So it was already hard right off the bat saying virtual and funny and engaging. So, you know, we had to figure out and pivot how we're going to talk to individuals about virtual tours and the value.

And honestly, it just came down to say, Hey, we want to bring some cookies, we want to bring some breakfast burritos to come chat with you. Do you have a TV and sit, you know, in our conference table and show them what the capabilities are? You know, it even got to the point that second year, the business we were even doing, you know, virtual tours, free demos, right?

So we'd come to the location, do a few scan points. It was great content for us, but it got us in the door to where we can set up another meeting and now show them what their space and what their space is capable of. On the virtual side of it.

Christian Adams
Just a matter of hitting the streets the old fashioned way and saying, Hey, can we just bring you something and talk to you for a minute? And then as soon as you show them an example of what their store could potentially be, then they're like, Oh yeah, this is really cool. That's that's an interesting way to get your foot in the door for sure.

Ken Cruz
Yeah. Yeah.

Christian Adams
The you have to show them or sell them on any type of user behavior metrics or when, when they would ask about what is the potential ROI going to be on something like this. Do you even have to sell them on anything? Or was it literally just as easy as saying we can create something like this? Are you interested?

Ken Cruz
You know, if you can show them it does the speaking for for itself, right? Usually after going through either a free demo of their tours or what other clients we've done in the past, that's where we could be like, hey, you know, one additional or additional value that this brings is SEO value, right? How are you populating and how can this virtual talk just on the SEO side bring value and it would just spark more and more like, Oh, so we can do this and more users can spend more time on our websites because of this virtual tour?

And I'm like, yes, So you know, that, that that was the biggest lesson is show don't tell. Right? And we were doing it the opposite for the first year. And it's made a big difference for business moving forward.

Christian Adams
That's incredible. Well, it sounds like you guys have a lot of really cool opportunities that you've gotten into on the retail side, which I know a lot of Matterport providers are trying to say, we want to do projects outside of traditional real estate. And so hearing your perspective on how you've seen success getting in the door with some of those clients outside of the real estate industries is really, really valuable.

I think giving free demos, just do a few scan locations, say let us just come for 10 minutes, do a couple of scans, and then we'll show you what this looks like so that they can see what their store would actually look like in a virtual tour. And then also just the old fashioned way, walking in the door with some cookies.

I think those are two huge things that people can do to potentially land some some new customers in the retail space.

Ken Cruz
Yeah, I agree. I think, you know, sometimes, especially coming out of the pandemic, going back to the face and face to face interactions, it was one area where like, do we should we can we you know, but I think it's something we all missed, right? We missed that face to face interaction. And by all means, we never walked through the door and said, we want you to buy something.

Once you know where we're selling you means, we're just saying, hey, here's an option, right? You've had your doors closed for some time. This is just an option. And that that can potentially bring in and build some more excitement to have more flow come to your store. You know, now we're stepping into restaurants and doing this for restaurants now as well.

So, you know, it's building an all the excitement in anticipation. Right. We we've done a few dental offices and we know no one ever wants to walk into a dental office. But you're having videos in there. You're having the actual dentist come on video and say who they are and why they've built this space. It builds a little bit more comfort. Right. And and that anticipation factor.

Christian Adams
When it comes to getting in the doors of potential customers like a dental office or restaurants, is it the similar approach where you walk in with an iPad and say, hey, check out what your competitor is doing? They created a virtual tour. Would this be something you're interested in? Is a similar approach or how do you go about talking to restaurants or dental offices?

Ken Cruz
Yeah, So I mean, on the restaurant side, obviously, you know, we try to do the same concept show, don't tell, right? So we can show them one of the clients we've done in the past. So here's the opportunity, right? The biggest selling point we've always found for restaurants is, hey, imagine someone going on your website, walking around your actual restaurant and reserving tables.

Would that be great? Okay, well, that can happen, right? Let's come and do let us offer you just a free demo. No cost to you. Scan your space will highlight you on our social media for a week, even if you don't want to go through with it and just see if this is something that you think will add value to your business and to your restaurant.

Because by all means, there are some of those clients that say, Oh, thanks for the free demo. Oh, this looks cool. I don't want it right now. Well, that's great. That's good content for the business, right? And that allows us to showcase to other potential clients out there the capacity of what we're able to do.

Christian Adams
Is cool, too, because whether or not the client decides to go through with your adding value to both your business and theirs for free at no cost. And one of the the key businesses advices that I've always heard is make sure that you're always giving more than you're receiving. And if you do, then your business will will just naturally grow and see success.

And so I think that's so cool is you're like, we don't care if you go through with it or not because that's valuable content that is helping our brand as well. And it will also help you because we're going to promote your restaurant whether or not you go through with it for a week on our social media. So that's, that's so cool.

Ken Cruz
Yeah. And that honestly is our biggest getting in the door. That's Raymond right there. Even if you don't want it, we still want to highlight your business.

Christian Adams
Yep. That's. That's awesome. I think that a lot of people get scared of. Oh, I don't want to go and spend time creating something if I don't know for sure that I'm going to be compensated for it. But just having the belief that if you provide value always with any potential customer, it will come back to you in some way, shape or form, whether that's with that client that you're trying to sell or with another client in the future that somehow saw your tour of a store that you created for free.

But then they want to pay you because they want you to do something similar for their own restaurant or store.

Ken Cruz
And that's it, right? Building that portfolio of multiple options. Right. And that you're able to do that totally.

Christian Adams
Well, pivoting a little bit away from how to sell Matterport experiences and virtual tours to nonresidential people. And you mentioned at the beginning of your call that you're currently a team of four people. And I, I know that there are a lot of Matterport providers out there that are one man teams. And so I would love to hear your perspective on how you've been able to grow.

Mile-High Creative from it being just you and your business partner to now adding a couple additional team members. And how does that work?

Ken Cruz
Yeah, you know, I think, you know, to speak to the very beginning portions of it, we thought it was impossible for, for some some time. It was just always going to be me and my business partner or my partner in life. And, you know, we would kind of just kept it there. But one thing that we always told ourselves is when we go speak to a client or we're working for a client, we don't want to just give them the service and they're we want to also ask them, how else can we help?

And just asking that question alone has changed everything, right? It has allowed our customers to be like, Hey, I want more video, I want more photo. Can you do social media management? Not saying we want to do all of those things, but it allowed us to build and create nourishing relationships with clients and that's what's really allowed us to grow.

You know, obviously just doing real estate photography and videography is great, but I think grabbing those skills and showing the value of plugging that into the virtual tours and, you know, one of our biggest things, you know, for us, we do multimedia, so we also do video photo, but website management. We don't want to just hand you a virtual tour of your website's not going to really highlight this virtual tour and be consistent with everything else.

And that's really what, you know, sparks a little fire for my high creatives is we're able to continue asking how else can we help, how else can we help? And you know, now we have our own videographer, we have a design graphic designer that really continues just bulking up and building all the content within the virtual tours.

Christian Adams
You you really said something that is super important, which is you have to bridge the gap between just handing a client a Matterport tour and saying, here you go, pay me my money to let me hold your hand and help you know how to best utilize this 3D content so that you're getting value out of the money that you spent on it.

So let me help you share it on your website. Let us create social media posts with promo links in stories that will allow your audience to walk around and interact with the space that we've created. I feel like so many times these business owners, like you said earlier, they're sometimes an older generation. And if you just give them a Matterport link, they're going to be like, Well, this is cool, but now what am I supposed to do with this?

And so really helping them understand the power of the Matterport Tours and helping them implement it with their different content strategies on their website, on their social channels and email campaigns, etc., can be a huge value add. And then once you start doing all that, that's more and more work, which means, okay, we need more bodies. We need to hire more people to help us manage all of these different tasks that we've got to now go and help our customers with.

And also they're going to pay us for the additional services that we're providing. So it's a win win all around.

Ken Cruz
Yeah, it truly is. Right. And it all starts with what else, right? How else can we help? You know, we we've we've seen clients just grab the virtual tours and, you know, hey, do you want us to help you embedded on your website now and then would go to that client's website and it's just a little banner says virtual tour and then you know that, okay, great.

No one knew that they could click on it and go. So, you know, that's the biggest thing is just being able to speak to to your clients of setting them up for success. With virtual tours of virtual tours, it can only do well if it's set up for success.

Christian Adams
Exactly. And if you just give them the matter, Portland can say, here you go. I would say nine times out of ten they're going to not want to create another virtual tour six months later or update it because they're like, Well, this is cool. But I didn't really use it. And it's like, well, it's because the success of the virtual tours is only equivalent to how well you did driving traffic to it.

And so where do you put that? How did you share it with your audience? What are you doing to try and drive traffic to it? So it's it's really dependent upon how well they can implement something like that. So I think that's ingenious that you're not only just providing the Matterport tours, creating the content, but you're also helping on the implementation side.

That's that's key.

Ken Cruz
Yeah. You know, and when it comes down to anyone starting off, you know, into the Matterport world and being a technician, you know, the biggest advice that I could say truly is, is, you know, make sure that you are truly there to help a client out. Right. And obviously, we all want to make money and go home and call it a day.

Right. But what are you really going to see? Value Because this is a new this is new, right. Virtual tours for businesses is a new concept. It's it's few years in the making and there's a lot of business owners that still don't know what it is. So be patient with them. Right? Really speak to the value propositions that it brings and help them to be successful.

When you do that, you're going to set yourself up for success.

Christian Adams
For sure 100%. The more that you give, the more that in turn you're going to definitely receive out on the other end. That's that's just a true principle in general. So what can we appreciate you taking the time to chat with us on the podcast this week. If you have any questions, go visit Mile High Creative, follow them on social.

You can reach out to Kent and ask him any questions that you've got. Obviously, he's seen a lot of success in in the Denver area. And so thanks so much, Ken, for for chatting with us and sharing some of the knowledge and experience that you have. We appreciate it.

Ken Cruz
Of course. Thanks, Christian.