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In this episode, we dive into the art of creating authentic and impactful content with Co-Founder of Splice Video, Nick Capozzi.
We discuss the shift from overly produced and edited content to embracing the real and relatable. Join us as we explore the power of video in capturing and sharing experiences, and how it allows us to envision ourselves in different scenarios and how this can be impactful for brands as they look to authentically connect with their audiences.
We also touch on the low barrier to entry in creating videos, with just a smartphone and a few budget-friendly tools. Don't miss out on the opportunity to be the mayor of your own small town and share your unique perspective with the world.
Tune in now and start creating!
Timestamps:
[00:02:15] The world of video.
[00:04:27] Telling distinct brand stories.
[00:07:40] Transitioning to the tech space.
[00:09:47] Starting Splice Video.
[00:13:00] The story of the chef.
[00:16:05] Valuing human connection in travel.
[00:19:16] Using social media to draw people.
[00:23:31] Hospitality tech and marketing.
[00:24:19] Creating engaging video content.
[00:28:13] Travelling in Japan.
Shownotes:
00:03:47 Emotion drives effective storytelling.
00:05:03 Make B2B storytelling more engaging.
00:12:19 Leverage video to tell stories.
00:14:02 Video enhances travel experiences.
00:19:33 Video is a powerful tool.
00:25:26 Engage with your audience.
00:27:01 Embrace the unexpected while travelling.
Connect:
- Nick Capozzi: https://www.linkedin.com/in/nick-capozzi/
- Splice Video: https://www.splicevideo.com/
- Omniboost: www.omniboost.com
- Rob Napoli: https://www.linkedin.com/in/robnap/
Filmed on location by Splice Video (https://www.splicevideo.com)at Cali BBQ Media in San Diego, California: https://calibbq.media/
Show Produced by: Niranjan Deshpande (Nick), Broken Frames Studio, www.brokenframesstudio.com
Creators & Guests
Host
What is Hospitable?
Hospitable is a podcast that discusses how to make hospitality MORE human through technology.
Hospitable focuses on discussing the leading challenges facing the hospitality industry and to explore the latest trends, technologies, and best practices that are shaping the industry. Each episode features interviews with hoteliers, restaurateurs, chefs, industry analysts, and other experts who share their insights and experiences on topics such as customer experience, sustainability, innovation, staffing, and more.
Hosted by Rob Napoli
00:00:00:03 - 00:00:14:12
Nick Capozzi
At the end of the day, if I look at a picture of ribs, it's kind of going to look the same. It might taste different in Kansas City or Carolina, but it's going to look the same in that picture. But if you're Shawn Walsh chef story, I'm like, man, maybe I'll even get to meet that guy when I come in there.
00:00:14:12 - 00:00:30:19
Nick Capozzi
Yeah, I'll feel the essence, right? So think about it this way. It's almost like you're listening to one song from a band, and then you walk into the restaurant. You get the whole album. Yeah, right. That's how I think about it.
00:00:30:21 - 00:00:46:23
Rob Napoli
So we're back for another episode of Hospitable Hospitals, a podcast all about how do we make hospitality more human through technology. And with that being the theme of this is a long time coming, this real life meeting is, what, three years.
00:00:47:04 - 00:00:50:04
Nick Capozzi
Almost three years I've been counting down the days.
00:00:50:06 - 00:01:06:18
Rob Napoli
And we finally made it happen. We are here at Cal Barbecue in beautiful San Diego, thanks to our lovely host, Shawn Walsh, chef. And we're getting to use this space all day. Shoot some content. What a better place to be at a barbecue joint in San Diego for our first meeting of the minds.
00:01:06:18 - 00:01:16:10
Nick Capozzi
What's really exciting about being in a barbecue joint is that you're a KC Barbecue guy, and this is a California barbecue joint. So I'm curious. We have a taste testing later today how that's going to go
00:01:16:12 - 00:01:36:05
Rob Napoli
I feel that I'm going to love it. Like, I look at me and we know that I love food, so I have a feeling it's going to be good. The reason why I really wanted to have you know, we talked about hospitality. There's two kind of themes that I want to cover today with you, and one is the fact that you spent how many years on a cruise ship.
00:01:36:07 - 00:01:43:00
Nick Capozzi
I lived at sea for ten years in a hospitality sales role, and then I was an executive for another five years.
00:01:43:00 - 00:01:49:23
Rob Napoli
That's amazing. So for those that don't know this guy, this is Nick Capozzi. He is my favorite Canadian. I think it's fair to say.
00:01:49:23 - 00:01:51:06
Nick Capozzi
I'm an American now.
00:01:51:08 - 00:02:13:19
Rob Napoli
Favorite Canadian American that I know. And now you're doing it really cool. You run co-founded a company called Spice Video and you help brands tell their story. Why or how did you make the shift into a video world? What was it that drove you into the video? Because previously before starting this, you were getting into video big at all kinds of stuff going on.
00:02:13:20 - 00:02:15:06
Rob Napoli
Talk to me about this part of the video.
00:02:15:11 - 00:02:36:11
Nick Capozzi
So I actually started using video to drive traffic in 2000. So when I first stepped on a cruise ship, we were selling high end luxury goods. So Swiss watches. I enjoy brands. And if you cruised in 2000, you had three TV stations, you had CNN ESPN Deportes, which was all soccer and Spanish, and then you had this sizzle reel channel for these luxury brands.
00:02:36:13 - 00:02:52:10
Nick Capozzi
And in 2000 it looked good, but it was just these reels. So my second contract, I went down with a camcorder and I started swimming videos. And instead of talking about the products, what I would do is come to this presentation. I got to say everything to know about Cheerios, Jamaica, like you got, you know, Cheerios, Blue Mountain Coffee.
00:02:52:16 - 00:03:13:09
Nick Capozzi
You got to get this. You got to get that. And we were driving so much traffic with video to these live events because when you're cruising, you're not thinking about shopping duty free now. And if you are thinking about a revenue department, you're probably thinking about like the spa, the casino, something sexy. So I had to get people's attention and get them excited to come to the presentation at point.
00:03:13:11 - 00:03:36:02
Rob Napoli
And so we're going to we're going to talk about that cruise days, just a few stories. Not to me, because I know that you could do a whole series, a whole show on being talking travel stories. But when we think about this idea, you had this idea in the early 2000 as you took a camcorder, your top people were to go, You're really driving an emotion.
00:03:36:04 - 00:03:45:16
Rob Napoli
So tell me about that. Why does that so impactful? You've been doing this for years. What is it? What did you realize? Will? You're working with people that you wanted to elicit emotion.
00:03:45:18 - 00:04:10:08
Nick Capozzi
So it was, well, I'll tell you why. An interesting that's an interesting question. It was because I was on stage, so I was using traffic to drive people to a live presentation. Then I was on stage in front of hundreds of people and watching that crescendo of the crowd based off, you know, how I was presenting, just I realized that the more emotion I evoked, the more they were excited to go and shop for these products.
00:04:10:08 - 00:04:27:10
Nick Capozzi
Right now, these are like hind legs, you product. So you really had to tie a story to what you were talking about. And I could conceptually get Kathy from Kansas City into the idea of buying a Swiss watch duty-free. But then, you know, I have 15 different brands that I'm representing, so I could tell these distinct brand stories.
00:04:27:12 - 00:04:47:00
Nick Capozzi
And I think the opportunity today in 2023 that people miss when it comes to time brand stories, they talk about the product. I want to talk to the founder. I want to talk to the person who had this pain point, had the hypothesis spun up this solution. That's interesting. I want to talk about the pain points that they're solving.
00:04:47:02 - 00:05:03:18
Nick Capozzi
Not that, hey, is this a pain for you? Will they get into the nitty gritty if you're selling to, let's say, CFO, what's the actual solution going to do to solve their specific pain? And I think we state a very high level when it comes to telling stories. The deeper you go, the more interesting it is.
00:05:03:20 - 00:05:15:13
Rob Napoli
Absolutely. And I love that you kind of share that because you talk about Kathy from Kansas City and you have a saying that the guys will say they hear you all the time. What B2C is sexy like chicken say it was the saying.
00:05:15:18 - 00:05:37:17
Nick Capozzi
So I stole this from our host today, Shawn Walsh, chef about six months ago and I'll never go back because we do really like B2C storytelling for B2B brands. We do B2C as well. But you know, B2C is sexy. It's chicken wings and barbecue and high tops, right? B2B is an efficiency tool often. So how do I take an accounting software or a h.R.
00:05:37:17 - 00:05:52:20
Nick Capozzi
Software or a sales tool and make that, like, really sexy, like, as appealing and is mouthwatering as a chicken wing? Yeah, right. So that's how you have to think. How can I really get people excited to go after this solution and explore it?
00:05:52:22 - 00:06:11:11
Rob Napoli
And when you think about the CFO example, what do you feel is exciting? What is it that makes it emotional? Like how do you how do you solve it? Usually in a B2B world, that endpoint is either an efficiency problem or a process problem. How do you turn that into emotion?
00:06:11:13 - 00:06:27:02
Nick Capozzi
What's keeping them up at night? Right? If that CFO is staring at the bedroom ceiling when they're falling asleep at night or trying to fall asleep at night because they have these problems, I'm looking for that reaction. So the same thing when I was on stage, right? I'm looking for the crowd. I mean, I have like 10000 hours on a stage.
00:06:27:03 - 00:06:45:23
Nick Capozzi
I would watch as the crowd moves and it's the same thing. I'm watching the body language. So when you're doing a demo or a presentation of whatever you're selling, you've got to have that locked down, up, down, left, right, like, you know, your national anthem. You could jump in at any point because I want to be watching the person that is receiving the information.
00:06:46:00 - 00:07:03:10
Nick Capozzi
And you know that you're really hitting on something. Yeah. If they feel they're getting pulled into the story. So I look at it like I'm on stage in like a theater presentation. And if I can get someone from the audience pulled in feeling they're a part of it, yeah, man, you are really hitting at it. So I'm watching them for Slate.
00:07:03:11 - 00:07:07:01
Nick Capozzi
It's like playing poker. I'm looking for those little tells a found a pin point.
00:07:07:03 - 00:07:28:01
Rob Napoli
I think that's really important because what most people don't realize is that 95% of communication is nonverbal, right? So 5% is actually what we say, 95% is that reaction. And it's also I mean, we talk about this all the time, but like the framing of especially in a digital world where a lot of times we're on Zoom calls or not in person anymore, like the way you frame your camera from Heart center up makes a big difference.
00:07:28:01 - 00:07:46:08
Rob Napoli
So you have all those emotions you can see and feel and you talk about that in your video. So when I take a pause before I get too far off the rails and bring back to your story a little bit of your journey, because I kind of I got so excited to jump into it. So walk me through you were in the cruise ship industry for a long time and then you found your way to this tech space.
00:07:46:08 - 00:08:04:05
Rob Napoli
And that's how we met. Yeah, we we're circling around each other, introductions and finally, like, we met somewhere and then Larry long, like, you need to talk to Rob Larry It's my boy. Larry Long Jr. So talk to me. How did how did you make this natural transition from being a one industry and falling into the tech base?
00:08:04:05 - 00:08:08:04
Rob Napoli
Because for you, it's still kind of new. But now here you are running your own company.
00:08:08:04 - 00:08:19:24
Nick Capozzi
So it was quite by accident. But now I actually teach how I did it. I'm like, How could I take what took me three years to figure out just throwing stuff at a wall and then condense it? If I was starting over today, how do I do that? Three months. But there's a little bit of a back story.
00:08:19:24 - 00:08:23:19
Nick Capozzi
So I actually went to college for radio, so I was in radio and in television for about five years.
00:08:23:19 - 00:08:27:15
Rob Napoli
Voices from this voice Sexy.
00:08:27:17 - 00:08:45:10
Nick Capozzi
So, you know, I had this broadcast background, then I was on stage and then I train people how to be on stage, which is like Major League Baseball. And to me now, videos like Little League, right? Because if you can do on a stage in front of hundreds of people and sell, that's impressive. So what I did was I wasn't trying to I didn't know what tech was.
00:08:45:10 - 00:09:01:11
Nick Capozzi
I didn't know what SAS was, what I, I hesitated for like two weeks. Those connected to like CEOs of cruise lines. When I posted my first video about three years ago and it was about what I knew, which is presentation skills. My first video was actually talking with tempo and pace when the speed up went to slow down.
00:09:01:11 - 00:09:18:24
Nick Capozzi
So you really get people engaged and it blew up. I did another video, another video, and it was the SAS, the software as a service seller community that took me up and sort of liking and commenting and it took on a world of its own. And I looked at myself originally as a sales trainer because, you know, I was in the sales function, right?
00:09:19:01 - 00:09:33:21
Nick Capozzi
Kind of everything go to market and accrues. But really I look at myself as a seller, so I was trying to position myself as a sales trainer and I was getting contracts, especially on demos and stuff. But what I realized was people kept coming to me for video and they're like, How do I do what you are doing with video?
00:09:33:21 - 00:09:50:01
Nick Capozzi
And I'm like, I don't have a package for that. You're like, Figure it out and I'll pay you. Yeah, I'm like, I'm on to something. So it started almost like side hustling and then it got so big at the beginning of 2023 that I had to find my two partners, Ben and Erin. And we spun up, splice video, and now we, we help brands tell their stories.
00:09:50:03 - 00:10:06:13
Rob Napoli
I love it. So you talk about, you know, the question of an emotion emotional. We talk about like the CFO example, right. And you ask the question, what keeps you up but keeps that person up in right now as a entrepreneur, as a co-founder running our business, what keeps you up at night? What wakes you up at 3 a.m.?
00:10:06:15 - 00:10:23:14
Nick Capozzi
Nothing. I sleep like a baby because I have fantastic partners. Actually, this is an interesting thing. Quick sidebar. You know, I'd always looked at myself as an entrepreneur or solopreneur, and then about three years ago, my dad said to me, That knows me obviously very well. He said, You need partners. You have a very specific skill set, you need an operator, you need this feedback.
00:10:23:19 - 00:10:38:23
Nick Capozzi
And I said, Nah, I don't need partners, but I found some great partners. So that worked out really well for us. I think the real question, we've been very fortunate. We had a lot of traction, a lot of success out of the gate. So, you know, now it's like, how do we scale or do we want to scale?
00:10:38:24 - 00:10:46:21
Nick Capozzi
Maybe we want a lifestyle business, right? So thinking about what we want this to be, we're six months in. Yeah. So it's just nice to have the options and opportunities.
00:10:46:23 - 00:10:50:22
Rob Napoli
I love it. You still ask the question, There's nothing that keeps you up and that wakes you up.
00:10:50:22 - 00:11:09:24
Nick Capozzi
Now I sleep like a baby because you know why? Because I'll tell you why I sleep like a baby. When I first launched this, a very good friend of mine who helped us get this started said, What's your monetary goal for the first year with this company? I said, There's no number. I said, What I want is 20 deliriously happy clients.
00:11:10:05 - 00:11:29:02
Nick Capozzi
I want to give cruise ship hospitality. So we're trying to blow people away with the experience of us because that's what a brand is. People will get caught up in. Brand is like colors in a logo. It's not. Brand is the experience from the first touchpoint to the customer success at the end and everything in between. That's what your brand is.
00:11:29:04 - 00:11:43:01
Nick Capozzi
So you know, we've been fortunate because we do quality product, so people keep coming back to us. So it's really kind of future planning. So yeah, really, truly there is nothing that is keep touch wood, but there's nothing that keeping me up today. September 19, 2023. Nothing's keep me up at night.
00:11:43:03 - 00:12:05:16
Rob Napoli
I love it. So you just make a great point about the idea of video and creating that brand journey, that experiential from the first touchpoint through and video is a big part of that. Knowing the hospitality space like you do and this podcast being about the hospitality, we see that the hospitality industry, in my opinion, is not utilizing video very well.
00:12:05:16 - 00:12:34:24
Rob Napoli
They're they're making commercials and it's these things, but not actually being the show at Charlotte. Say, right, so how would you like what do you see in the industry and how should hospitality be leveraging the power of a digital generation? Because travelers today, especially when I think about global hospitality, the travelers are younger, they are getting older. Still people I travel, but we looked at the more digital, hyperconnected world, how we connecting with them, how are you getting them to want to come to our experiences?
00:12:35:01 - 00:12:37:24
Rob Napoli
I feel like that's where there's a huge opportunity. So I want to kind of let you riff on that.
00:12:38:04 - 00:12:55:20
Nick Capozzi
So I could go on this for days. When you said under Underutilized, I can. I'm doubling, tripling, quadrupling down on that because I think what happens is especially so let's take a restaurant, for example. What do you see when you're scrolling through Instagram pictures of beautiful plates? And that sounds good. I think that lamb with that mint, what he scraped, right.
00:12:55:20 - 00:13:25:24
Nick Capozzi
But that's a fleeting moment. Yeah. What's the story of that, chef? Was that chef originally from, like Gdansk, Poland, and then backpacked through Asia and got really good at cooking Thai food? That's an interesting story. And I think because especially hospitality was so quick to market with social media, right? They were the first to kind of take it over everyone's streak of their own Kool-Aid of like pictures or short stories or really, you know, small things more like, how do I highlight this pretty picture?
00:13:25:24 - 00:13:50:13
Nick Capozzi
How do I think a great picture of this? Whereas the stories I only hear about the owner, I want to hear about going at 7 a.m. in the morning and not leaving till 2 a.m. the first six months and what you were feeling, what was that like? That's the story. That person is going to drive me because at the end of the day and this Cally barbecue here in San Diego, at the end of the day, if I look at a picture of ribs, it's kind of going to look the same.
00:13:50:13 - 00:14:07:03
Nick Capozzi
It might taste different in Kansas City or Carolina, but it's going to look the same in that picture. But if you're Shawn Walsh chef story, I'm like, Man, maybe I'll even get to meet that guy when I come in there. Yeah, I'll feel the essence. Right? So think about it this way. It's almost like you're listening to one song from a band, and then you walk into the restaurant.
00:14:07:03 - 00:14:09:23
Nick Capozzi
You get the whole album. Yeah, right. That's how I think about it.
00:14:09:24 - 00:14:31:10
Rob Napoli
I love that. It's a great analogy. I think so much when you look at the hospitality space, there's tons of brands and tons different things and tough experiences, but we actually think about the all of us taste more. Most sincere moments are travel experience and you can't have a great travel story without something bad happening, right? You can't have joint wihout pain.
00:14:31:10 - 00:14:46:08
Rob Napoli
Right? Exactly. So how can brands better utilize video to tell those stories to create those experiences where you tie into a more you feel more aligned. What are some of the best things that brand should be thinking about how to use it or what channels should they be using?
00:14:46:10 - 00:15:05:08
Nick Capozzi
Hundred percent. So let's keep it on that hospitality. Then let's talk about hotels. Right? What do you think about when you think of a hotel? You'll look at 30 pictures, you'll float through them. The food looks nice. It's a nice view downtown. You really looking about the location? What I would do if I owned a hotel, I would have a whole video series of everything that's within a ten minute walk of that hotel.
00:15:05:14 - 00:15:26:22
Nick Capozzi
Right. Where are the coffee shops you come to explore coming through for business grade? Check out this coffee shop. You want to work remotely for a few hours. You got to love it and come and see this. This barista order that right? What are the local restaurants? Because I'm going to do it on Google Maps. But the problem is, is then what I'm doing is I'm still hitting that gate of the limitation of not great media, but become the show.
00:15:26:22 - 00:15:42:12
Nick Capozzi
I'm going to quote Sean Walsh, chef, again, you want to make advertisements or you want to be the show? Yeah, right. So if I owned a hotel, let's say in downtown Toronto, I would say, hey, listen, on King Street, just in a ten minute walk on this, you have access to this and this and this same thing for realtors, not hospitality.
00:15:42:12 - 00:15:59:05
Nick Capozzi
But, you know, if I'm a realtor and I'm selling into Scottsdale, Arizona, I'm like, well, let me tell you about this particular neighborhood in Gray Hawk, where this particular will get that feel of what it's like. Because if I saw videos like that and I'm between two hotels, I'll pick in the one, right? No, I got cool stuff around, right.
00:15:59:10 - 00:16:17:02
Rob Napoli
Yeah. But you and also as humans we feel and value human connection. Right. And we want other people in that area to say this is where the locals go. I loved when I lived in Italy, you know, and traveling around what I learned is if I hear too many American voices, that was not the place to go for me.
00:16:17:04 - 00:16:43:03
Rob Napoli
I was looking for the different accents, like the local accents, and say, That's the place I want to eat at, right? Because that is where the locals go. And that is a very different, unique feeling. And when you sign in to share that and show that in that example you did, and it allows you to be attracted to that and go to those places and really vibe into the experience that they're trying to have, whether that's business, whether that's pleasure, whether it's pleasure, whether it's with kids are so a traveler, etc. and that makes a huge difference.
00:16:43:03 - 00:16:55:13
Nick Capozzi
So I'm an impact that even more I'll tie it to Italy. So I went to Venice and I always tell people, you got to go to Venice is one of the cities you got to see before you die. And I'll have half the people who've already been there say, Venice is okay, you know? And I'm like, Where'd you go?
00:16:55:18 - 00:17:13:21
Nick Capozzi
Like Piazza San Marco? Were all the tourists You got off a cruise ship? You spent 2 hours in Piazza San Marco? Yeah, I spent five days and Venice, people like five days in Venice. I explored every neighborhood I wanted to see. The little old Italian. Nona’s hanging up their laundry, right? I mean, that's that to me. What are they?
00:17:13:21 - 00:17:27:01
Nick Capozzi
What are they eating at their local cafe in the morning? Right. That to me is the experience. That's what you remember. And today you talk to people about experience. That's what people want. They're like, I'm not spending $1,000,000 on a house, but I'll pay for experiences.
00:17:27:02 - 00:17:47:20
Rob Napoli
100%. And that's what I love about this industry, the hospitality space and right. And through this podcast we've explored and we'll continue to explore some amazing things. And everywhere you go, there's something to be felt. And when you want to feel that or you want to know what you're looking for, the concept of video for me is I follow a lot of travel people.
00:17:47:20 - 00:18:12:23
Rob Napoli
I do go to travel and what I'm looking for when I'm watching short form content reels, tiktoks, YouTube shorts, whatever those things are. What I'm looking for is can I envision myself in that scenario, whether it's like cliff jumping or in that bungalow or on that street corner? I have vision the person I am today. I think that's really important because the person I am today as a traveler is different than the person I was five years ago, ten years ago.
00:18:12:23 - 00:18:29:14
Rob Napoli
And you evolve. And so creating content around that for that different target markets that you're looking to do, I think I think it's really easy in hospitality to put some blanket content out there that's like, Come to our place is great. It's the same experience, but I don't want the same experience.
00:18:29:16 - 00:18:50:12
Nick Capozzi
And I think what's interesting is that so many people are drinking their own Kool-Aid. So again, if I own a hotel, the reality is I'm following a lot of hotel companies online. So I think everyone's doing things. But again, that's this lane, this channel that the algorithm is feeding up to you based off what you're searching because you're looking at competitors and the state of the industry, etc..
00:18:50:14 - 00:19:05:15
Nick Capozzi
I think zigging when everyone else zags. And the beautiful thing about content is you don't have to do a high value production. You have to be like, Hey, listen, what are we going to budget for a video for the year? You're going to yourself. Yeah, right. Shawn Walsh Chef. There's an incredible job with that. He's always taking videos.
00:19:05:15 - 00:19:25:08
Nick Capozzi
I'm like, Oh my God, take another video, Shawn And constantly posting it, right? Yeah. But the reality is, is that part of the reason Sean did it here is like Cally barbecue is again, the best barbecue in Southern California. It's kind of off the off the road location here in San Diego. So he had to use social media to draw people to this location.
00:19:25:08 - 00:19:25:22
Rob Napoli
Yeah.
00:19:25:24 - 00:19:51:08
Nick Capozzi
And it worked. Right. So the reality is video works because video is engaging. It takes it to a much higher level than anything text based. Right. Even think about this. We talk all the time. He has sent a text message. We text back and forth. There's some confusion even though we're very clear in what we're saying. Whereas when I talk to someone and you have the inflection and the tone of voice, you better have a grounding of what they're trying to relay to you.
00:19:51:10 - 00:20:01:11
Nick Capozzi
That's the epitome of a video. And if you think you're not good on video, great, get in front of a camera and put yourself on video because the reality is no one's good on video, especially till you do a few reps. Yeah, I mean.
00:20:01:15 - 00:20:23:07
Rob Napoli
You got to put your 10000 hours, right, Like Malcolm Gladwell says. And so you got to start somewhere. And I think it's it's the art of just doing it is to me, the most exciting and impactful thing. And I think we're past this idea when we talk about being the show and not the commercial. We're over overly produced, perfect set up shot, edited content, right?
00:20:23:08 - 00:20:42:04
Rob Napoli
Because we don't think of that anymore as authentic and real, right? That is overly edited, That is overly done. Want to come back to is my real human. And for many of us, we're never going to experience that upper echelon lifestyle that we see. And the influencer age of fast cars and private jet like means these are going to be there.
00:20:42:05 - 00:20:51:11
Rob Napoli
We want to see others. We want to be able to connect to the experience and that authenticity of just jumping on a camera, looking into it and start to talk is where you got to start when you're starting to build this.
00:20:51:11 - 00:21:12:18
Nick Capozzi
But all those things you just brought up, the cars, the how you can have that if you if you're building a business or building a brand and you can do that ten times faster with video and you said 10000 hours, all argue if you spend 10 hours over two weeks getting good at video, you would be ahead of 100 people in your industry.
00:21:12:20 - 00:21:31:23
Nick Capozzi
Right. It's not hard to get good at this because you have to look at the competition. So I love this stat from LinkedIn. According to LinkedIn, 1% of their active users, they view an active user as someone who logs in at least once a week, creates any kind of content, and that's text based. We don't have the numbers on what percentage of that 1% create video.
00:21:32:00 - 00:21:47:12
Nick Capozzi
Let's assume it's 1% of 1%. And I think I'm being generous in that. That's like one in 10,000 and. Right. So that's like being the mayor of a small town. That's the opportunity. That's a soapbox you have and you have that soapbox in your pocket on your iPhone.
00:21:47:14 - 00:22:02:09
Rob Napoli
It's amazing. And just the fact that we have so much tools and technology at our fingertips, literally, that we could do this. You don't need professional stuff. I mean, it's nice to have that. You don't need a whole lot. You just need an iPhone or if you're an Android user.
00:22:02:09 - 00:22:21:22
Nick Capozzi
But I don't know what that is saying. You know what? What I will say is the reality is, is if you if you can put a little bit of budget into what you're doing, let's men in your restaurant, you can find a room, a back office. That's hardly being used, put up some acoustical tile in a corner. Suddenly you got a podcast studio.
00:22:21:24 - 00:22:38:07
Nick Capozzi
But if it looks slightly elevated, people are going to take a little bit more serious, of course. But what I think we're focusing on here is the low barrier to entry of again, you have the solution in your pocket. Quick note to if you want to start making your own videos. Capcut great editing tool. I think it's like ten bucks a month for the premium version.
00:22:38:09 - 00:22:55:07
Nick Capozzi
You can do everything you want with that if just putting in the time so you can outsource it to people like us, splicevideo.com or you can do it yourself. But the point is do it because, you know, I talk to founders every day. I talked to solopreneurs from someone with a lawn care business to a Series B tech startup.
00:22:55:09 - 00:23:21:01
Nick Capozzi
And the reality is, is everyone wants to avoid the business development. They want to avoid the marketing, they want to avoid the sales. My technical product or my jewelry brand is so amazing. People are just going to flock to it. That's not how it works. You got to get out there and pound the drum. Even like musicians today we used to joke about like SoundCloud rappers and stuff, but if you can be a musician, you just have to figure out how to market yourself because you can put your songs on Spotify like that.
00:23:21:03 - 00:23:28:05
Nick Capozzi
You've got to figure out how to market yourself. Everything comes down to marketing. The more light you shine on you, more people are aware the more is going to happen to your.
00:23:28:05 - 00:23:45:12
Rob Napoli
Funnel and a percent. And I think that's especially if we look at, you know, we're talking about hospitality, but if you even go one step further to hospitality tech, which is the space that I mean, this place, there are hundreds of different platforms and they're all trying to speak to each other. And honestly, I always joke about Omniboost is doing its thing, right.
00:23:45:13 - 00:24:00:10
Rob Napoli
You'll never know about us. Right? That's that's as platform is this ass platform. That's what makes us unique. But I want people to know about us. Yeah. So how do I get people to know about what we do that that the fact that we can take that off your plate and you'll never know And that customer experience is seamless.
00:24:00:12 - 00:24:18:20
Rob Napoli
And again, it comes down to for those that we serve customer experience and this is where video comes so handy for hospitality. It's all about the experience you want to create. Unless that emotion and video is the quickest way to do that with a low barrier to entry in a way that just opens up the world and opens up people to connect.
00:24:18:21 - 00:24:35:19
Nick Capozzi
It's so easy. And a couple of tips for doing video. Keep it short. Ideally 15 to 30, 35 seconds longer form has its place for sure, but the reality is we're trying to hit that dopamine right of people to like stay on that page and watch that full video. And I think, you know, we're talking about creating content.
00:24:35:19 - 00:24:57:21
Nick Capozzi
There's another option we have about curating content. And what that is, is being a new source. So example, you're talking with hospitality tech, I'd have a bunch of Google News alerts about hospitality, tech issues, pain points, etc. Those commit my inbox every day and I'm like, Hey, interesting. I wrote a post about this great article on Forbes, or I'll do a quick video with my $0.02 eight, ten, 15 seconds up.
00:24:58:01 - 00:25:13:23
Nick Capozzi
So I read this really interesting article on Forbes about ABC. Here it is. So all you're doing is bringing the news sources in, but it's people looking for that in your space, right? You can be like Cali barbecue media, who started a barbecue media company. Shawn Walsh Chef and now look what he's doing.
00:25:13:23 - 00:25:42:11
Rob Napoli
Yeah I think that's in the kind of the third point is that so you have creating you have curating the last pieces and brands really want to win. You have to engage, you have to engage with your consumers. Just engage the people that want those experiences. And this is why I think I wrote a whole book on this, that we don't need more creators, we need more engagers Yeah, and the idea behind it was not to have people in that crate, but it's if you really want to make the impact that you want and create that connection, you have to also engage with that audience, engage the communities you serve, and you can engage
00:25:42:11 - 00:26:05:01
Rob Napoli
with them by creating video content, right? And that to a straight. And so I love this idea. The third piece of being I really think has to continue engage in the communities they serve. I know we can talk for hours and hours and hours, but I do for everyone. Everyone is asking the same question, your best and worst travel story, because we know that travel experiences that are some the most intimate memories.
00:26:05:01 - 00:26:10:03
Rob Napoli
So what was give me your best and your worst travel story. And that could be the same. Some people are the same.
00:26:10:04 - 00:26:30:12
Nick Capozzi
That's fair. And I think the interesting thing about travel is often like it's when you go home with the memories as opposed to like the jet lag and the tired crossing borders. Best one was riding camels through the Sahara on the way to a Bedouin village in Morocco. Wow, that was pretty epic. That's burned into my brain. I won't forget that anytime soon.
00:26:30:14 - 00:26:52:11
Nick Capozzi
Worst travel story. I'm a good traveler, you know, I've just traveled so much. But I'll tell you, I'll put it into a bucket on a cruise ship again in 2000. You know, sometimes you would dock in places where the fuel was inexpensive and they were like 80. So I've been to some rough places in the in the Caribbean or, you know, by extension, Caracas, Venezuela, Kingston, Jamaica.
00:26:52:11 - 00:27:08:02
Nick Capozzi
So some places really I don't know that I'm getting off the pier or on a sanctions or excursion, so I don't really have a bad one, man. I'm a good traveler. I've been around a long time. Yeah. You know, but I would say, you know, watch where you're going.
00:27:08:04 - 00:27:14:00
Rob Napoli
Yeah. I think when you're traveling, I think the one thing is understand that stuff's going to happen.
00:27:14:01 - 00:27:15:13
Nick Capozzi
Yeah.
00:27:15:15 - 00:27:35:22
Rob Napoli
And just be prepared. Be prepared to take it all in stride and understand that you can't let one negative thing ruin a whole experience. Sometimes it can. There are cases, right? But on the whole, you can't let some of those things hold you back because you're there once potentially. And that’s why I thought everybody, you know, having lived in Europe for two years and I'm lucky I get to go back regularly.
00:27:35:22 - 00:27:49:17
Rob Napoli
I work for a company that's based out of Zeeland in the Netherlands, and I get to go back and travel there. But my mentality for two years, I never came back to the States. For two years I stayed in Europe and that the reason being was I may never get this experience again. I may never come back as my skin.
00:27:49:19 - 00:27:56:09
Rob Napoli
So I wasn't going to let that affect me from not experiencing so fast. So I love that is kind of a motto to travel by.
00:27:56:10 - 00:28:16:00
Nick Capozzi
I'll give you my best location. Other than Morocco, this is built for Western travelers was Japan. I went to Japan this year for vacation for the first time ever. All the signage was in English. All the announcements were in English. If you're a Westerner and you can't handle traveling to Asia, to Japan, you have problems. So I think Japan is in Kyoto, too.
00:28:16:02 - 00:28:27:18
Rob Napoli
Love it oh Nick I appreciate you coming on the podcast. I'm so glad we are able to make this trip happen to San Diego, This American Life. I love it. Where can I and folks find you? How can I get in touch with you and the company?
00:28:27:18 - 00:28:41:15
Nick Capozzi
Nick Capozzi on LinkedIn splicevideo.com If you have want to pick our brain and talk strategy, I'll get on a call with you or just geek out on helping people really pull out their stories. If we're great, if not happy to meet people.
00:28:41:17 - 00:29:00:18
Rob Napoli
And take them up on that. So I'll make sure to have is LinkedIn and the company website links in the show notes. You can click and find them. Nick, appreciate you so much. And for everybody out there, make sure to be at your one at like subscribe review all the things to help us grow. And if you have topics or people you want to call on that show, let me know.
00:29:00:24 - 00:29:04:18
Rob Napoli
We're looking forward to it. Thank you again for another episode of Hospitable.
00:29:04:20 - 00:29:06:17
Nick Capozzi
I am wanting Some Barbecue.