Interview Liam

Brand "tweaking" process | Interview Liam (2023-10-05 11:01 GMT+2) – Transcript

Attendees

Lars Beyer Folkman, Lars Beyer Folkman's Presentation, Liam Webb, Liam Webb's Presentation

Transcript

This editable transcript was computer generated and might contain errors. People can also change the text after it was created.

Lars Beyer Folkman: but,

Lars Beyer Folkman: Liam, can you hear me? Hey, how are…

Liam Webb: Yes again, how are you?

Lars Beyer Folkman: Thank you so much for taking your time, talk to me that later tonight. In Australia.

Liam Webb: The right, yes. this time of year ends up being very difficult to connect. because I think we've just started out daylight saving time,…

Lars Beyer Folkman: Yeah. Yeah.

Liam Webb: and you've just finished, Have you? Okay.

Lars Beyer Folkman: We're finished in this month this month. I think that's 28th of October, but it's still,…

Liam Webb: Yeah.

Lars Beyer Folkman: it's a long time, my family we are thinking about traveling to Australia next winter, too. To get to your summertime. So Liam,…

Liam Webb: it's

Lars Beyer Folkman: Have we ever met before? Were you at one of the summit?

Liam Webb: I don't think so. I've been with Goboat for a year yesterday.

Lars Beyer Folkman: Okay. Cool.

Liam Webb: So, yes, I was at the summit in Australia last year, but none before that.

Lars Beyer Folkman: Okay.

Lars Beyer Folkman: Okay, And What are your position? Are your partner also?

Liam Webb: I know I'm the marketing manager for all of the Australian locations.

Lars Beyer Folkman: Okay cool. Yeah and my name is I have a digital agency. I used to work for Gobo. I started the gopro branding together with them 10 years…

Liam Webb: Yeah.

Lars Beyer Folkman: So I was in the room with Carl when we laid out the first Colors and fonts and also Turner voice images. Everything. it was a funny time…

Liam Webb: Yep.

Lars Beyer Folkman: because scoreboard were very All over and still figuring out what to do or…

Liam Webb: Yep.

Lars Beyer Folkman: what to be. And now I since then been a large agency as a UX consultant, and now I have my own agency.

Liam Webb: Yep.

Lars Beyer Folkman: And the reason why I'm back with Google is for this project is of course because I was with them in the beginning but also I was in charge, of course of a lot of their marketing.

Lars Beyer Folkman: and also helping people navigate global as in,…

Liam Webb: Yep.

Lars Beyer Folkman: How many people can be in a boat? How much does it does need license? Trying to figure out What does the Danish local needs?

Liam Webb: Yep.

Lars Beyer Folkman: What does the tourists needs? and…

Liam Webb: Yeah. Yeah.

Lars Beyer Folkman: then Casper reach out to me this spring or this may or in May, and He wasn't pleased with our new identity actually were And he wanted me to try to figure out. And what I could do, wise, Maybe build some proof around. What's working? What's not working?

Lars Beyer Folkman: And back then I was like Yeah let's look at it difficult for me to should look at something where there is a book button there. So it's hard for me to optimize on that but I can totally see what's going on brand wise. And you have familiar with the new newer identity.

Liam Webb: Yes.

Lars Beyer Folkman: But you haven't used it, like UK and all the other places, right? No. Yeah.

Liam Webb: No, that's correct. So probably some history. I'm not sure how much and is only the others have explained but I think in 2021, we moved away from the old goboat website, which obviously needed, it was getting quite old at that point and I don't think Denmark were ready to invest in rebuilding and they were obviously, Planning further forwards for this new identity. So we invested here in building a website from the ground up with an agency over here. So From that point, we've run our own website separate. So when Denmark UK US and everything moved across to the new website, we kept our website because I think

Liam Webb: There was a little bit of tension, I think. the way that the new identity was presented to the international partners, Was a little bit and there was a bit of a lack of consultation. It felt like it was a little bit of this is…

00:05:00

Lars Beyer Folkman: Yeah, I agree. Yeah.

Liam Webb: what we're doing. you can have small changes but this is just the way it is and we had some By the time I started this time last year. It was fairly. Progressed along the way for the development. So I wasn't involved in some of the early little feedback, but at the summer last year, I know at least Australia and UK there was some strong concerns with just the way where the new identity had ended up and that.

Lars Beyer Folkman:

Liam Webb: How would we be interpreted in our markets? So for now we've basically not adopted any of the new.

Lars Beyer Folkman: Yeah.

Liam Webb: The branding We've kept the existing branding partly because we were in the middle of going into our peak season last year when this was first presented.

Lars Beyer Folkman: Yeah, of course.

Liam Webb: It hasn't really slowed down for us. Since then. Our off-peak winter has actually been very very busy this year for us as well.

Lars Beyer Folkman: No, no.

Lars Beyer Folkman: Great.

Liam Webb: So it's kind of ended up. Yeah, not something. We're dedicated a lot of time to internally partly…

Lars Beyer Folkman: Yeah.

Liam Webb: because of the way it wasn't sort of resolved. Last year.

Lars Beyer Folkman: After our summer, and also honest, And Casper went to me again to say that. And we need to do something and it's very important for another specially to be clear that he is not satisfied either.

Liam Webb: Yeah.

Lars Beyer Folkman: And this also important for him. I think for him that Nick also knows that it comes from them all. So it's that they agree that they have not interpreted or…

Liam Webb: Yep.

Lars Beyer Folkman: communicated to new friend. I didn't see strong enough to the partners so they are ready to go into a process where We get to be the way that all partners needed to be and therefore in.

Liam Webb: What's good?

Lars Beyer Folkman: Yeah, so I had my interview with Grant

Lars Beyer Folkman: From UK. And what's very pleased, they have adopted the new identity, but he was also strongly against how it ended up being, because He was missing a lot of things. Perhaps, you're missing the same things and I think I'm gonna show you just show you the website that UK has, that's the same, Denmark and so on and then I have some questions. So, if I look down, I'm just gonna read some questions that it's not because I'm not hearing what you're saying, and you can just be free to just go on if there's anything we should talk about.

Liam Webb: Thank you.

Lars Beyer Folkman: You can see my screen. Cool. Yeah,…

Liam Webb: Yep.

Lars Beyer Folkman: this is what it looks like and this is what all the other partners and locations are used to seeing now. And now you have only seen the presentation I've worked with it, but is there any? Can you please tell me just how you would describe this new look and feel of coboat? You should be honest.

Liam Webb: Yeah, I think the first in instant I have when I've spent a bit of time on the Denmark in UK website, is that Apart from the pictures. There is nothing else. That tells me that it's like what the business is. to I've spent a bit of time building WordPress websites before to my first instinct, it looks like a basic template that could be anybody who could set up in five minutes. With WordPress. And the only thing that tells me what the business is about. Unless I read all of the text is the fact that But if you take any of those pictures out, That tells me that it's a boat business. the fonts are very generic.

Liam Webb: It's just all, looks the same. There's no colors or anything to draw my eye anywhere. It's just I'm looking at pictures and then If I'm really interested, I'll read the text.

Lars Beyer Folkman: Example, very good. Perfect. And then, is there any part of this new brand that you actually could think capture some of the Google Spirit?

00:10:00

Liam Webb: From the website. The only thing really is the pictures and…

Lars Beyer Folkman: Yeah.

Liam Webb: I don't think there's been sort of consistency over the last few years and in the style of pictures and that kind of thing. it's been very individual, but generally the pictures do a good job of presenting. What the experience is like. And yet, what to expect?

Lars Beyer Folkman: and then

Liam Webb: But yet, other than that, as Not on the website. I don't think there's much that I've seen that really ture convert on the website.

Lars Beyer Folkman: Okay, that's cool. And I know that. I really like your website. okay, that was the first thing that I said to the guys one that we have, our first meeting was actually,…

Liam Webb: Yeah.

Lars Beyer Folkman: was actually that Why don't you just copy it, gobo Australia? I think it They really nail it. You know what I mean? It's also to and,…

Liam Webb: Yeah.

Lars Beyer Folkman: and that's also because I think that the reason why you like your own website? Of course, you have made it yourself, but it's also because they have a test. Also, this local light, you know what I mean? It's also big and I think that was some of the things that they were missing. from Google UK. And that.

Lars Beyer Folkman: That it's being local and you also speak your What's the Australian language and personality and wolf is something that we don't have in Denmark. We don't talk to each other at all. When we know we don't talk to the cash, register a person. We don't interact with anybody. You know what I mean? And I've never been to Australia myself,…

Liam Webb: Yeah.

Lars Beyer Folkman: but I hear people from there, that people really like talking to each other. so that's also why the website has come this But the challenge for gold. It's fun. It's now 10 years later to look,

Lars Beyer Folkman: To look serious. You know what I mean? there's some seriousness to the brand that they need. To take care of. Because there are a lot of people from outside that looks at cohort and get a feeling of it and we need to also be able to incorporate some seriousness to it. you're not serious but it's figure out. And how could we? Do something about. the new website the upcoming tweak of the website that could also be serious in

Liam Webb: Okay.

Lars Beyer Folkman: even a serious maybe more.

Lars Beyer Folkman: Sharp to the point…

Liam Webb: That's more mature.

Lars Beyer Folkman: but we agreed me and Carl and Casper and ask that we are missing and we missing the playfulness or I don't know, it's called etchyness if it's a word but still have a fun warm tone And not saying not taking up his or taking self seriously but also be like that. maybe if you would look at you your own website? I have no. You really like how it's all set up because You have made it but

Liam Webb: Yeah, but for context as well, the website was before I started as well. So I wasn't involved in designing or…

Lars Beyer Folkman: No, no, and it's fine.

Liam Webb: building the Australian website. So I think there's a lot of things that I do like about it and there's something that I think. There was a lot of talk at the summit last year when the brand was About trying to be more serious. And I agree. I think that's particularly as I know in Denmark and even in Australia, where sort of expanding beyond just the core boat product. There's more B2B There's more connections with other businesses and building those partnerships. So you want to have a Mature brand and a refined. Sophisticated brand that.

00:15:00

Lars Beyer Folkman:

Liam Webb: Stands up in a business setting. But is also accessible from a customer and our business is Having a very simple product that is accessible to everyone. So we need a brand that's accessible in that way as well. So it is,…

Lars Beyer Folkman: Yeah.

Liam Webb: it's definitely something that I understand that the challenges

Lars Beyer Folkman: What is?

Liam Webb: yeah, one of the things that I really like, and I think I'm one of the only people that Really likes their geared slab font. yeah, I think a lot of other people I've talked to that's one of the first things they…

Lars Beyer Folkman: I love it, too.

Liam Webb: We need to change that, but one of the things I really like about it is that it has some Character, it's not generic.

Liam Webb: it becomes something that's easily identifiable, as You go boat. And I think a lot of that's been lost it's in trying to make it more serious.

Lars Beyer Folkman: Yeah. Yeah.

Liam Webb: not only have we lost a lot of the fun elements, but we lose the identifier and the recognizable elements. Will go about as well, which I think is I strength of the brand or the old branding that we're still using here?

Lars Beyer Folkman: Yeah, cool. Because I was think that it's very old as a boat fun, but it's very bold as well, know what I mean? I but is there anything that You would do. On your website. if you put waiver magic wand and do something about the site that would make it more serious. what could you imagine you could do?

Liam Webb: and I think the colors are definitely The Blue and yellow. And there is a certain Playfulness. and

Liam Webb: I even struggle to try and find the English words. but yeah.

Lars Beyer Folkman: No, I just

Liam Webb: There is a

Liam Webb: chart not childish is not quite the right word, but

Liam Webb: Less sophisticated. I know a lot of the more modern trend is very minimalist, very simple light colors with a few accents that I think the fact that we use a lot of dark colors with bright pops of color on. It does have

Liam Webb: A little bit of an older. a dated look.

Lars Beyer Folkman: yeah.

Liam Webb: and would potentially get worse kind of like houses in the early 2000s They brought colorful walls and that was a big trend then. And then now that looks like it's the 20 year old house.

Liam Webb: So, I think I simplification of the color palette along the lines of the new identity that they proposed that that was one thing I did like.

Liam Webb: the color palette not necessarily always The way that palette was implemented. But I think that color palette and the simplifying of that color palette would go a long way to making a brand a bit more serious.

Lars Beyer Folkman: Right.

Lars Beyer Folkman: How much do you actually use the website now, for Updates. And yeah, it's how much time you spend on the website on a daily? I think.

Liam Webb: Not much at the moment that's partly been the internal priorities we just haven't had the time to dedicate to it. I would like to use features more like the blog and the news page that we can update with more from an SEO perspective in keeping content fresh.

Lars Beyer Folkman: Yeah.

Liam Webb: Obviously we've done recently in Canberra, we've had that second location launch, that's the big content lock up the top. Common without it's the same location or…

Lars Beyer Folkman: Yeah.

00:20:00

Liam Webb: same. We keep it in one location page but we

Liam Webb: Have to in the booking system. but apart from that it's mostly small tweaks like what pop-ups we have, what we update our pricing,…

Lars Beyer Folkman: Yeah.

Liam Webb: but generally the website was designed to be Fairly low maintenance. So it's kind of set up and…

Lars Beyer Folkman: Okay.

Liam Webb: don't need to do much to it.

Lars Beyer Folkman: Is there anything that you the customers and What questions people have. And is there anything that you think it's a must? Above the fold, beyond the book button. That should be incorporated.

Liam Webb:

Liam Webb: One of the things that I don't think we've solved completely or is making some of our Frequently asked questions, more prominent we have the FAQs and the sidebar. And I think there's a link further down the page to it as well. But There's some like our FAQs. We still get a lot of phone calls, a lot of emails, but ask a lot of questions that are answered on the website.

Lars Beyer Folkman: Yeah.

Liam Webb: so, That's probably that.

Lars Beyer Folkman: Okay, so This is the questions that people have When they call.

Liam Webb: so we have FAQs in a few places.

Liam Webb: Each location has some specific ones that are local to this and then if you scroll down to the bottom of this page, there's a link to our general faq's, which has all of the ones that are the same for all locations.

Lars Beyer Folkman: yeah.

Lars Beyer Folkman: Yeah, so those figure out that…

Liam Webb: Yeah.

Lars Beyer Folkman: what we can do. Because when we gonna build this results of and we don't want more questions, and yeah,…

Liam Webb: Yeah, exactly.

Lars Beyer Folkman: and that's also difficult thing because if you are, it's both have to be serious, minimalists with the editone. but we also need to be practical about it. So we're gonna see But…

Liam Webb: Yeah.

Lars Beyer Folkman: what questions could you have or how does this work, right? give us

Liam Webb: yeah, so far as someone UX experience, you would be very familiar, obviously With trying to make. The smallest amount of information you need. Up front,…

Lars Beyer Folkman: Yeah.

Liam Webb: but then Easily accessible. If they need more detail, you don't want to overload them with information up front and…

Lars Beyer Folkman: No.

Liam Webb: they just don't take any of it in but you don't want. So little information upfront that they go away because they don't understand it.

Lars Beyer Folkman: Yeah, So it's also for me to figure out how could the flow be if we must do everything because right now how kobold works is also in this way, it's Stop working. Because it's all over the place and…

Liam Webb: Yeah.

Lars Beyer Folkman: you are not actually able to pause these and read You're gonna. Yeah so I think you can hold on to it maybe if you know how to do that otherwise it's just going and go and…

Liam Webb: Yeah.

Lars Beyer Folkman: going and so, because I really also like this one what that was made and this video And because it clearly sums up. What's going on?

Liam Webb: I think that's something I'll do like about out,…

Lars Beyer Folkman:

Liam Webb: our Australian website as well. but, it's broken up a little bit more clear to

Lars Beyer Folkman:

Liam Webb: Yeah, there's More the eye to like. I don't know if the term translates but it's skimmable as in this.

Lars Beyer Folkman: Yeah.

Liam Webb: See you can go through it quickly and see, okay, Here's the pricing is some information about missing you can scroll through and…

Lars Beyer Folkman: Yeah.

Liam Webb: then choose where you want more information. But I feel like the UK Denmark website at the moment, you need to read all the text. Even understand. What you need to read.

Lars Beyer Folkman: And then is there any reason that you have different Subheaders for different locations.

00:25:00

Liam Webb: A lot of the pages are built before I started, so that's a lot of,…

Lars Beyer Folkman: Okay, okay. If we could

Liam Webb: it's just great. We see and sometimes when they initially launch for example, we'll say we're now sailing in this area and then I think it's just been updated. To what somebody thought was good at the time and they haven't really checked. So, that's consistent.

Lars Beyer Folkman: Cool, it's just figure out it is just question that if it varies, you have a lot of locations, more than Denmark and more than I used to be when I was a part of it. So it's always fun to figure out if there is something about each location where people is more confused, or they are looking for something.

Lars Beyer Folkman: That's more local based information, you know what I mean? Because when,…

Liam Webb: Yeah.

Lars Beyer Folkman: when we made the marketing last time when I was there, it was like, if it was tourists, that's all that we would need to see that. We are close to toely them amusement park or the other central station in.

Liam Webb: Yeah.

Lars Beyer Folkman: It's just figure who wants to see what. So it's also From us perspective, is for me to figure out. Could we do anything about This. Process in Grand is really missing the Big button book button. and of course, yeah, I totally get what he means, but also to figure out when they go book, could we do something in the middle step to, sum up what is a must

Lars Beyer Folkman: I must know before they actually go into the booking figures from here. So here, it's just okay, I don't know anything. it's eight persons per boat, it's here. But otherwise if they don't even they don't know much. So it's also figure out How could we do that?

Liam Webb: A little bit of a side track, but Yeah, I did. As a little bit of a side project.

Liam Webb: Probably about six months ago now. I did a little bit of an experiment with playing around with Adobe Xd and…

Lars Beyer Folkman: Yeah.

Liam Webb: the mock-up wireframing. And I tried to imagine What the booking system? might look like, As a combining our website as it is at the moment like the Australian website with elements of the new branding and your visual identity.

Liam Webb: Just trying to Load that. if you like, I could share my screen just for

Lars Beyer Folkman: That's cool. Yeah, really? I love seeing what people think.

Liam Webb: it's very, very basic and Not very developed. But We'll see…

Lars Beyer Folkman: I'm fine.

Liam Webb: if I can.

Liam Webb: Make sure.

Lars Beyer Folkman: Yeah. Okay. Can you swim in?

Liam Webb: So, I'll just Choose the wrong window here.

Liam Webb: Things just hopefully will come through now.

Lars Beyer Folkman: yeah. That can see.

Liam Webb: I can see this one So I brought us the sidebar from Our website.

Lars Beyer Folkman: Yeah.

Liam Webb: Now kind of holds the booking information, which builds as progresses. I've tried to make it a little bit more inact a probably more touchscreen friendly.

Lars Beyer Folkman: Yeah.

Liam Webb: I haven't gone to the extent of imagining. What this would look like on a responsive mobile design, but was having a slider for choosing you hours and duration. And having.

Lars Beyer Folkman: Yeah.

Liam Webb: I think this maximum capacity when you change the boats, the number of boats would be a big usability improvement from my view because we get a lot of questions about people who say the constant question Is it two people what is a different? If I pay for two people or How many people can I have? They don't look at the FAQs. If they just come to the bookings system that answers one of their most common questions.

Lars Beyer Folkman: Yeah. Okay.

00:30:00

Liam Webb: Then. the calendar. It's All generally,…

Lars Beyer Folkman: Yeah, looks good.

Liam Webb: The same functionality is what's there now? But just presented in a little bit of the newer.

Lars Beyer Folkman: Yeah. Yeah.

Liam Webb: Newer identity. And I think a Little bit more modern looking than the current version is.

Lars Beyer Folkman: It's this. What the…

Liam Webb: and keeping it very simple with The field.

Lars Beyer Folkman: what fonts are using there?

Liam Webb: So this was actually using Monster App. That was then.

Lars Beyer Folkman: Yeah, I really like it.

Liam Webb: No, I don't generally like it as it looks a little bit too generic for me. But I did like The more modern look for this.

Lars Beyer Folkman: but It's very 23. I don't know why but Montreal has really gained its power on Tiktok. So it's back.

Liam Webb: Yes.

Lars Beyer Folkman: So I think, I like the boldness to it.

Liam Webb: Yeah, so then this would be the adding extras and…

Lars Beyer Folkman: And it looks good.

Liam Webb: items and on everything is built from here. and then when you go to the checkout, Making it very big and bold. This is what you're looking for. this is a breakdown of the cost,…

Lars Beyer Folkman: Yeah.

Liam Webb: the title amount to

Liam Webb: A simple. Card and…

Lars Beyer Folkman: Yeah, I really like the flow to it. Yeah.

Liam Webb: then we can be confirmation. So, yeah, I think that was one of them particularly, I don't even know how to go back to the first slide.

Lars Beyer Folkman: But it's Looks very good.

Liam Webb: I don't know if I can

Lars Beyer Folkman: I like how I would take it in steps instead of one page, and it's

Liam Webb: Yeah, and it's only small functionality it's basically just a skin or the functionalities, or basically the same because I think,…

Lars Beyer Folkman: yeah.

Liam Webb: I think IT team have.

Liam Webb: Haven't done a good job of personality.

Lars Beyer Folkman: It is a mistake. They know.

Liam Webb: that's number of votes. No, dot is number abbreviation.

Lars Beyer Folkman: Is it? It says,…

Liam Webb: To number.

Lars Beyer Folkman: okay. It's because

Liam Webb: or at least in English, just I have not seen the eight persons provoke before, That must be a new.

Lars Beyer Folkman: I think that's a heck.

Liam Webb: I don't think I had not seen that before, just now,

Lars Beyer Folkman: Okay. That's cool.

Liam Webb: But it shows up for me as well. So that must be something near that it is rolled out.

Lars Beyer Folkman: We also should make this free check, that's actually allowed also, in Denmark. Now should it?

Liam Webb: Yep.

Lars Beyer Folkman: It's acceptable for businesses to make this Pre-check. So yeah.

Liam Webb: I'm not sure that I think the rules, I think that would be the same in Australia, I think.

Lars Beyer Folkman: Yeah.

Liam Webb: We took it off when Michael Gdpr came in.

Lars Beyer Folkman: But that doesn't matter because it's a side note, but if you only send news about your offers and not third party, It is legal to have it prechecked. but that's the side note.

Liam Webb: Works. That's good.

Lars Beyer Folkman: Okay, cool.

Liam Webb: Yes, sorry that was A big silent night altogether.

Lars Beyer Folkman: Yeah, but it put the four,…

Liam Webb: I just thought that might be of interest.

Lars Beyer Folkman: double the amount of newsletter subscribers.

Liam Webb: Okay.

Lars Beyer Folkman: And I'm just gonna see One of the. So, as I want to make clear, because right now, when I've talked to you, I talked to UK, I'm going to talk to The sign and the marketing. About the entire process. and what limitations we had have for we read tweaking it, but I could imagine that we need to be building a little bit inside frames of what's already there for now. and…

Liam Webb: Yep.

Lars Beyer Folkman: in and of course, we are going to change and okay, I can't believe if we don't

Lars Beyer Folkman: Redo everything above the fold first and also begin Using The warm itchy tone of voice as well as we're missing and also that you really have on your side. but also that's just so that We are working towards retweeking and not redoing So I could assume that we had going to stay within the frames. But with some serious tweaks, it's just So you don't get disappointed for now.

00:35:00

Liam Webb: Yep.

Lars Beyer Folkman: And I know that Nick and Anas have a lot of things to talk about when it comes to this,…

Liam Webb: Skip.

Lars Beyer Folkman: but it's on us really best interest that everyone is

Lars Beyer Folkman: is heavy and agreeing to it, and before that Australia should be using and the website they're filmed in building.

Liam Webb: Yeah.

Liam Webb: Yep.

Lars Beyer Folkman: So, that's cool. Are you mostly local IO tourists? what split?

Liam Webb: mostly local I think at the moment it's about 95% local a lot of that has been because of covid and the international borders in Australia were closed for so long so it could only be Local.

Lars Beyer Folkman: Yeah.

Liam Webb: We've been working with it to build an gration with an API integration with booking system to another channel management and managing software which allows us to connect to Resellers which are A very big source of traffic so that's been Growing for us.

Lars Beyer Folkman: Okay.

Liam Webb: I've gone from About one to two percent that we know for sure were from International last year up to,…

Lars Beyer Folkman:

Liam Webb: I think just over 5% now.

Lars Beyer Folkman: So, If Haven't happened. what do you think the split would be?

Lars Beyer Folkman: Now.

Liam Webb: So, I mean, tourists in Australia as well, we have with broadly split up Our sources as local. Interstate so people that might travel from another state in Australia. So, I travel from Queensland to New South Wales.

Lars Beyer Folkman: That is the tourist. Yeah, of…

Liam Webb: That. Yes,…

Lars Beyer Folkman: Yes. Okay. Yeah.

Liam Webb: there are domestic tourists. and then we have international tourists, who are From outside of the country.

Lars Beyer Folkman: Okay. Yeah,…

Liam Webb:

Lars Beyer Folkman: so we can just call him locals as close to and then everything else. This is true. Yeah.

Liam Webb: yeah, so our target at the moment is to get to Between 25 and 30% tourists. And that's a combination of Australian,…

Lars Beyer Folkman: Yeah.

Liam Webb: tourist, and international tourist. But with 70%.

Lars Beyer Folkman: Okay, that's cool.

Liam Webb: Local to the area.

Lars Beyer Folkman: that's so wild, I think. So, it's very cool.

Liam Webb: Yeah. it's Yeah, at the moment, for example, our Sydney location.

Liam Webb: In September. So for us, that's our first month of spring Every weekend has been fully booked with 12 boats. So it's sailing 40 40 plus bookings. every day and the weekend just from And that's still. At least 90% local notes and…

Lars Beyer Folkman: Yeah.

Liam Webb: it's not even tourists from within Australia, that's just so many people locally. And that's been…

Lars Beyer Folkman: Yeah.

Liam Webb: where we've really focused on when private obviously meant that we within Covid,…

Lars Beyer Folkman: Makes sense.

Liam Webb: as well. We had a lot of restrictions where you couldn't travel within Australia, let alone internationally.

Lars Beyer Folkman: yeah.

Liam Webb: So that also meant that we're very focused, people in Brisbane could not travel to Sydney.

Lars Beyer Folkman: That's the same. Yeah.

Liam Webb: so, Yeah,…

Lars Beyer Folkman: I don't…

Liam Webb: It's crazy to think.

Lars Beyer Folkman: what to say. it's so crazy, but thankfully, it's over.

Liam Webb: Yeah. Yeah.

Lars Beyer Folkman: What? I was going to say, but what you're telling me is That it's very important For you to, please the locals.

Liam Webb: Yes.

Lars Beyer Folkman: Also along the line, and How is the Australian perception Of big franchise instead of really local providers of experiences for instance.

Liam Webb: I think mostly positive for the bigger brand …

Lars Beyer Folkman: Okay.

Liam Webb: as a certain amount of trust that This isn't just some person that's running it out of the back of the car somewhere like that, with the size that we've got. Now, there's a trust that, okay, they're doing this in a few different locations they've been doing it for a while now, so there's a maturity and a trust that comes with Being established. I think we do focus on something that I've been working hard on developing more without,…

00:40:00

Lars Beyer Folkman: Yeah.

Liam Webb: I don't actually know what they're set up is in Denmark. But in each of our locations, we have a full-time manager, who looks after that location and…

Lars Beyer Folkman: Yeah.

Liam Webb: that's their responsible for a lot of things like managing staff. And boat maintenance and all of that kind of thing. we have a national head of operations, who overseas all of them, but that manager is also responsible for A certain amount of local marketing.

Lars Beyer Folkman: Okay.

Liam Webb: So they will…

Lars Beyer Folkman: Yeah.

Liam Webb: then go and talk to local businesses and establish themselves in the community. As a local business. So we try and balance those, but I think from a national perspective having that big franchise model. Helps build Trust When customers come to the website. They see, we're not just One place where multiple places. But then the local team builds the relationships locally. To establish that even further.

Lars Beyer Folkman: And so, a local wouldn't be Good, do you think it would have a positive effect if they're new that gobo is worldwide? Or it's the same question. But do you think if they come to the side or the website It's what it would be possible negative that we are worldwide.

Liam Webb: I think it would be. Neutral. For most.

Lars Beyer Folkman: Okay. Yeah.

Liam Webb: Possibly negative for some.

Lars Beyer Folkman: Okay.

Liam Webb: I think. Australia. And it's a global trend towards a bit Australians.

Lars Beyer Folkman: You don't matter that.

Liam Webb: Can be very nationalistic. And they will really like an Australian business.

Lars Beyer Folkman: Yeah.

Lars Beyer Folkman:

Liam Webb: But then, if they think that, The business is being run by someone overseas. Then that trust can sometimes. Drop. So it is always something that we try and balance because obviously with gobo the partners internationally, they still own Nick, there's kind of that owns go about in Australia in a sense. The brand is,…

Lars Beyer Folkman: Yeah.

Liam Webb: but we're part of the Globalgo family. So trying to communicate that in a way that this isn't some billionaire in Denmark. That's running the whole thing which is sometimes the perception that Australians under any company that's based or…

Lars Beyer Folkman: Okay.

Liam Webb: that has operations outside Australia. So it's definitely a balance for us.

Lars Beyer Folkman: That.

Liam Webb: But then there is also the benefit again of being big and global and the trust that comes with that. So, it's Conflicts a bit sometimes.

Lars Beyer Folkman: Okay, very cool because in UK it was like Starbucks, Mark and Spencer. Everything that is in a certain area must have the neighborhood, local images, local food, local everything, because otherwise they won't touch it at all. So it's just a funny way to see…

Liam Webb: Yeah.

Lars Beyer Folkman: how it differs. if there's a reason why your reviews are not on the page or is Australian It doesn't matter to look in reviews before booking something.

Liam Webb: I would like it at the moment, the functionality doesn't exist in the website.

Liam Webb: It's something that I would like to get built into it. I think it would help with trust, but I think, as well as a little bit of distrust. if the reviews are on our website, That we might be selective with which reviews we pull in, or which ones we choose to show. So, people would still generally go straight to Google or straight to TripAdvisor To verify the reviews there.

Lars Beyer Folkman: Yeah.

Liam Webb: So the benefit of having them on the website, there would be some benefit, but I don't think it's A huge.

Lars Beyer Folkman: no, it's always nothing about reviews like that but more about a rating because I know that go about Has a good rating and almost anywhere. So it's just…

Liam Webb: Yeah.

Lars Beyer Folkman: if Australians, Think that a reviews like that but ratings actually make them want to book or one? We're look even more into it because we don't want people to go away from the website again. and so if it is a trust factor in Australia.

00:45:00

Liam Webb: I think The reviews definitely do and a writing helps, but again, I think it's the same thing that if it's on our website. It's less. Trustworthy. because, There's no way for them And I think Mr. Australians can be very untrusting if they don't…

Lars Beyer Folkman: Yeah.

Liam Webb: if they're not 100% sure or something, they won't trust it. So I think having a rating on our website,…

Lars Beyer Folkman: Okay.

Liam Webb: and I know it would be the same for me. If I see a business that promotes a rating on their website, I would assume that they have just picked the best rating, they can find and it's not necessarily accurate.

Lars Beyer Folkman: Okay, cool.

Liam Webb: So And if a rating was important to me, I would go and look at the original. I would look on Google and TripAdvisor and…

Lars Beyer Folkman: Okay,…

Liam Webb: then come back and books direct.

Lars Beyer Folkman: Yeah. it's all the same Denmark we have something called if it's too good to be true, It's yeah.

Liam Webb: Yeah.

Lars Beyer Folkman: And it's so bad. I really hate it. I really much from all after to be in the United States…

Liam Webb: Yeah.

Lars Beyer Folkman: because an offer can't be too good. And then magic just too good. I'm not gonna buy. Yeah, see you later. Yeah.

Liam Webb: So you don't want five stars, you actually want. 4.7, …

Lars Beyer Folkman: But yeah, but also…

Liam Webb: that kind of thing.

Lars Beyer Folkman: if not but what would? But I want to integrate it 4.5 or whatever it says, Because you can't have a five-star review. And that would be totally honest because it's anywhere between four and five. I would say 4.1 4.2 because that's more trustworthy. So for me, it's not to say we are five star because I would really show the real one…

Liam Webb: Yeah.

Lars Beyer Folkman: because it's real and we are afraid and…

Liam Webb: Yep.

Lars Beyer Folkman: and also because if people spend a lot of time on answering Google reviews, it's even more trustworthy because they are,…

Liam Webb: Yeah.

Lars Beyer Folkman: they are willing to tell them your story and You have another trip or…

Liam Webb: Yeah. Yeah,…

Lars Beyer Folkman: you know what I mean? So cool.

Liam Webb: definitely. I definitely agree.

Lars Beyer Folkman: Yeah, that makes sense. Yeah, yeah, cool. So.

Lars Beyer Folkman: I'm really glad that we could talk and it's a different situation because you have another website, you don't use it regularly, you have a tested on the locals like UK have. So it's only for me to figure out How could we really love your website. I love what has been made and you can also sell That's Nick. I'm not gonna say as we also the other guys, also like it, but it's to figure out what is the hybrid between your website. Being serious. Being global. And trying to combine it.

Liam Webb: Yeah. I do wonder.

Lars Beyer Folkman: And that's why we are doing this. And that's also the result, we hoping to come up with

Liam Webb: When I think about some other brands really big global brands for example, Coca-Cola or some of those. Big brands.

Lars Beyer Folkman: Macarons. Yeah.

Liam Webb: Yeah, they do have a completely different. Brand or visual identity for their consumer facing versus their corporate business. engagement, and…

Lars Beyer Folkman: Agree.

Liam Webb: I feel like, Potentially, that's the direction I know where to go about. There's a long way from being anywhere near the size of those kind of companies. But I do wonder if that is a

Liam Webb: If potentially, we're trying to do too many things with one. Identity. At the moment. And

Lars Beyer Folkman: Yeah. Three.

Liam Webb: We risk. being great at any of the things we're trying to do.

Lars Beyer Folkman: Yeah. I know…

Liam Webb: and I think,…

Lars Beyer Folkman: what you mean.

Liam Webb: I think in my mind, that's kind of where the identity got to. Is that it didn't?

Lars Beyer Folkman: Yeah.

Liam Webb: It didn't solve. Any of the problems perfectly. And created more.

Lars Beyer Folkman: No. mmm agree,…

Liam Webb: Particularly, I think the

Lars Beyer Folkman: but I think that what we need to work on now is just to make sure that all our customers, feel the goboard vibe, no matter where they are. So I think that that is…

Liam Webb: yeah.

Lars Beyer Folkman: what we need to do first. It's just say we are totally aligned on How we marketing?

00:50:00

Lars Beyer Folkman: just, we can keep something in hand. I always keep something to say that this is the way that we do it. We would like to be presented like this because, right now, with the identity that is now, there's only one way and that's the boring way. And that's warm way. And that's also why s that the goboat feeling of spirit was taking away from all the partners suddenly, but we need to build that back.

Lars Beyer Folkman: In together. And we are only agree that we need to focus on each single location and…

Liam Webb: Yep.

Lars Beyer Folkman: give you what you would like in those frames of the general brand. And so…

Liam Webb: Yep. I think.

Lars Beyer Folkman: because if you take McDonald's for example, in Denmark, but they still look like McDonald's and they look like McDonald's all the way around,…

Liam Webb: Yeah.

Lars Beyer Folkman: but is Danish chefs. Making the different men and etc. But it's still on brand and change of images. Logos funds, you name it and they have of Course.com site where it's only stock price and so on. And so,…

Liam Webb: Yeah.

Lars Beyer Folkman: to figure out how could we make sure that we feel the feeling Of covered together.

Liam Webb: I think just a final thing for a comment from my side as well. Would be one of the things that I think really had good intention behind it, but the execution was a long way from Where it needed to be was I think they were calling on the seeds. The little graphic icons for the values.

Lars Beyer Folkman: Yeah.

Liam Webb: and I think,

Liam Webb: One of the things that from, I do a lot of the design work in Australia. We have contract graphic designer that does some of the bigger projects that I do. A lot of the smaller work and one thing that the colors only being linked to those specific themes, Took away a lot of flexibility in the brand for when we just needed an accent of something to make something stand out on.

Lars Beyer Folkman: Yeah.

Liam Webb: I can't use grain because that is the sustainability. I don't want to be confusing it. And then the symbols themselves,…

Lars Beyer Folkman: Yeah.

Liam Webb: there was clearly a lot of thought that had gone into them. but I think it was where I was saying,…

Lars Beyer Folkman: They did mail it.

Liam Webb: Yeah, that's Overgging the pudding and they overcomplicated it and for somebody, Just looking at it, it wasn't clear what it was meant to be and…

Lars Beyer Folkman: No.

Liam Webb: if the idea of it was to simply explain what we stand for, but you need to spend five minutes explaining what it stands for and…

Lars Beyer Folkman: Yeah. Yeah,…

Liam Webb: that's what we stand for. that was,…

Lars Beyer Folkman: I totally agree.

Liam Webb: that was something that really. And I think to be honest, that was probably one of the biggest things that got Nick offside and defensive straight away was

Liam Webb: Was the way that part of it was presented.

Lars Beyer Folkman: With that. Yeah. But it's cool.

Liam Webb: So that's just another bit of feedback in the mix, those symbols and get

Lars Beyer Folkman: And we will. Yeah, we also knew and they gave me a print of the seats and we in no no,…

Liam Webb: Yeah.

Lars Beyer Folkman: nobody can feel it, and So,…

Liam Webb: to me,…

Lars Beyer Folkman: it's so good.

Liam Webb: when I saw some of the poster designs that have been put together and…

Lars Beyer Folkman: Yeah.

Liam Webb: to me, It could be kindergarten like a daycare for children. It could be a modern art gallery, or it could be a municipality.

Lars Beyer Folkman: Yeah, exactly. Yeah.

Liam Webb: Trying to like, none of this. and I think that was something that I really like the consolidation of the brand and I know the initially each location would have their own slightly different colors and they would have the round logo with the waves and they would be the different local colors. I understand that's too complicated, and too complex and fragmenting the brand. And I agree that I think having the word mark of just go boat as the logo.

Lars Beyer Folkman:

Liam Webb: For everywhere is much stronger but when we lose some of those identifying the waves in those individual logos were very clear straightaway somebody that had no idea and…

Lars Beyer Folkman: it is.

Liam Webb: just saw the logo. Could say this has something to do with water and…

Lars Beyer Folkman: Yeah. Yeah.

00:55:00

Liam Webb: with connecting the water. So Again, that's a little bit of Not,…

Lars Beyer Folkman: No, let's find and also it also yeah.

Liam Webb: it's not sort of coherent together feedback,…

Lars Beyer Folkman: no, no, but we will know that these four seats were Not appreciated by any of the owners as well and…

Liam Webb: but that's just things as they come to mind.

Liam Webb: Good.

Lars Beyer Folkman: none of the partner. So they're pretty much going away. But for me When I talk to them is a seat, don't have to be a splash. A seed. Can be your voice. it could…

Liam Webb: Yeah. Yeah.

Lars Beyer Folkman: how communicate Okay, that could be the seed of gold. It's how we are funny, how we are.

Lars Beyer Folkman: Not dirty, but we are in a funny way. I say it's just to also be a little cocky or…

Liam Webb: Yep.

Lars Beyer Folkman: yeah, in a cool way.

Liam Webb: Yeah. Yeah.

Lars Beyer Folkman: So maybe that is the seed and I also agreed, Why don't we take? I really mean Casper. Have a really good vibe. I think Casper is to go about in a person as a character. why not him to be in charge of the general copy or how we say things? So how we are funny it's the headline more about a song from Australia on the river or is it something? it's just

Liam Webb: and I think, At least in Australia, we have a big culture of puns. And play on words. And that would be very different in each different country,…

Lars Beyer Folkman: Yeah.

Liam Webb: because a pun in English, might make absolutely no sense, translated into Danish.

Lars Beyer Folkman: No, exactly.

Liam Webb: And…

Lars Beyer Folkman: And then that often,…

Liam Webb: and that's a way that we can localize it.

Lars Beyer Folkman: yeah. It's almost over to say that 30% of people doing global in Sydney are getting married within or having a baby within one year. So, I mean something to say that it could be funny to say that you are saying,…

Liam Webb: Yeah.

Lars Beyer Folkman: was You gonna go about? That's a third contest, that you're getting married next year, just saying, You…

Liam Webb: Yeah. Kind of connect those things that we know they don't actually mean anything,…

Lars Beyer Folkman: I mean, it's so the

Liam Webb: but it's just funny.

Lars Beyer Folkman: Yeah no it doesn't and…

Liam Webb: It's yeah. Yeah.

Lars Beyer Folkman: then okay book I don't care book the boat, I mean it's just the end then everything could and then we could flow people through eight people. You notice the stroller turn down there.

Liam Webb: and I definitely agree with the sentiment behind the seeds and,…

Lars Beyer Folkman: So it just

Liam Webb: and wanting to communicate better. Some of the core values of God as a company because I think that's something that we don't. Necessarily communicate. at the moment. It's all very focused on eight people,…

Lars Beyer Folkman:

Liam Webb: no license, that kind of thing and just getting people on a boat and…

Lars Beyer Folkman: Yeah.

Liam Webb: the commercial side of it. But the goboat as a company, has more to offer and the values that we stand for. Are such a big driving force behind the company. so I agree with the,…

Lars Beyer Folkman:

Liam Webb: the idea behind that that we need to find ways to communicate that and To make it clear that we're about safety. We're about fun, we're about community,…

Lars Beyer Folkman: Yeah, but…

Liam Webb: we're about urban,…

Lars Beyer Folkman: but that's like implicit in a global brand is that we known is to talk so much about it…

Liam Webb: those kind of things. But

Liam Webb: Yeah.

Lars Beyer Folkman: because It should just be there. We are forth, if you really want to look it up, we don't care, but we are…

Liam Webb: We can have a page on our website with all of the text and…

Lars Beyer Folkman: what we? Yeah. Yeah.

Liam Webb: of the values and that's where you can go. If you want, all of that detail but yeah, finding a way that integrates it into the brand and having a visual way of Integrating that and reminding people I agree. We could use green more to remind people that it's friendly. But doesn't necessarily need to be one green symbol but defines everything.

Lars Beyer Folkman: No, no. You just be yeah,…

Liam Webb: It's like

Lars Beyer Folkman: Yeah, so yeah,…

Liam Webb: It could be just using more green in the photos as the images.

Lars Beyer Folkman: I still

Liam Webb: And if we want to talk about sustainability, this is the kind of image. And this is the tone of voice that we're using in those contacts.

Lars Beyer Folkman: Yeah.

Liam Webb: But it's just so integrated.

Lars Beyer Folkman: Liam was a place to talk into you.

Liam Webb: Yeah. You too.

Lars Beyer Folkman: Thank you for being honest. And it's great with input and…

Liam Webb: Thank you for

Lars Beyer Folkman: and I'll do my best to bring it on. So the guys, And yeah.

Liam Webb: Yes, and Thank you for taking. I know It must be a difficult position for you to come In this position where there's a lot of negativity around the process.

Lars Beyer Folkman: No, no. I actually think it's funny as I really like it.

Liam Webb: One's been happy.

Lars Beyer Folkman: I really like it because it's not on me. It's only for me to bring us all together to make it even better.

Liam Webb: Yeah.

Lars Beyer Folkman: So for me and It's only a cool project because we all agreed that we need to do better. So

Liam Webb: That's good.

Liam Webb: Yep. That's good. I look forward…

01:00:00

Lars Beyer Folkman: have a good night sleep.

Liam Webb: You too, it will enjoy the rest of your day, Thursday. And yeah.

Lars Beyer Folkman: Yeah, it's only a morning. Yeah, A midday. Okay, you. Liam Cool, thank…

Liam Webb: Good to talk,…