The Importance of Video and Images on Amazon | Kyle Nelson

Episode Summary

This Prime Talk Podcast Sponsored by GETIDA – Kyle Nelson - Co-Founder & CEO of Results Imagery - talks about the importance of video and images on Amazon, also more information about his life's journey. #KyleNelson #ResultsImagery

About Kyle Nelson of Results Imagery - Manifesto: The way people shop has changed. Consumers who previously engaged with brands in a physical touch retail environment have shifted to a visual first, online environment. The importance of bridging the gap between the online and offline shopping experience has never been more important than ever. Today, consumers demand various types of content from online marketplaces in order to make the most accurate buying decision. Brands cannot navigate through the rise in content requirements alone. Since 2017, Results Imagery has been collaborating with world-leading brands and emerging agencies to improve the visual esthetic of their brand. We share our clients' creative vision and help them make it a reality with our 100% custom photo and video content. Our mission is to arm growing brands with the content they need to bring their products to life. That's enough about us. We can't wait to learn more about you and your company.

Find the Full Episode Below

Yoni Mazor 0:06
Everybody welcome to another episode of pipe talk today I have a special guest today I'm having Kyle Nelson. Kyle is the co-founder and CEO of results imagery. Results imagery is a leading production agency specializing in product photography, and video productions, which is usually popular and important for E-commerce sellers. So Kyle, welcome to the show,

Kyle Nelson 0:27
Man. Thanks for having us. Are me.

Yoni Mazor 0:30
I'm having you guys today. But you, you're taking the hot seat in the spotlight. So today's episode is gonna be the story of Kyle Nelson. So you're gonna share with us everything you know who you are, where you're born, where’d you grew up? How'd you begin your professional career, station to station until you reach where you are today with the world of E-commerce. So without further ado, let's jump right into it. Yeah, man.

Kyle Nelson 0:55
So I was born in Northern California in the Bay Area. In Santa Rosa, to be specific. I grew up with some parents that were very hard working. My dad was one of those double shift dads who always work and so I was which industries was he working in nursing. So he was wrong very hard, helping others. He's a servant. So he that's what I how I learned to become a servant and work very hard. But still had a great connection with them. He's one of those types of guys that you know, as a people pleaser, so I learned a lot from my dad at an early age and learn what it was like to work very hard for money. And so I didn't want to work in industries. My mom was working as a see, like hospice help. So she's an admin. She's an operations manager for hospice in the Bay Area. So she was like in corporate America like to a tee. So they both worked very hard.

Yoni Mazor 1:47
Yeah, they're both parents were on the caretaker. Taking care of industries have, you know, what their functions are? Okay, go ahead. So growing up, you moved around or you stay mostly in northern California.

Kyle Nelson 2:01
So moved to another place in Northern California called Middletown. No one's ever heard of it.

Yoni Mazor 2:06
It's Middletown in the north, Northern California. Ironic

Kyle Nelson 2:09
Yeah, I graduated with like, 80 people in my senior class. So my roots are in a small town in, USA, as you could probably think of it. So that was cool because I understood what community was like at a young age as well. I couldn't go to the store without anyone knowing what my business wasn't that I had a c plus and Spanish like it was very much like that everyone knew, knew me, and was always as president, student body. Student class president is always really intrigued by leadership and inspiring others and helping others and kind of taking lead and also being the backbone of my class. So always was that kind of competitive nature four years in a row. And then I was also involved in the Future Farmers of America and went on an international or the national scale and did a lot of that

Yoni Mazor 2:56
About what's what the future phone is? What's

Kyle Nelson 2:58
That about? What's the largest? Yeah, so fish farmers, America now it's called the FFA it's the largest student, high school student leadership organization in the US. So you either kind of do two different things. You either get really into the leadership kind of stuff, or you get really into like, raising animals and farming and stuff. So I did both. So I

Yoni Mazor 3:18
Said, this is a Northern California, more like a farmland region for

Kyle Nelson 3:21
Northern California very much as most people think the Bay Area, but also the Bay Area. It's all very farm. I mean, that's an Ag state, right? It's like one the number it is

Yoni Mazor 3:28
What kind of products are over there. They're making and then their region, everything and he said OMO Valley, I think the area there

Kyle Nelson 3:35
And Rosa, that's where I grew up was in Sonoma Valley. Guys, the wine is very famous for the wine. That's a great wine. Sonoma, Napa Valley. Yeah.

Yoni Mazor 3:43
Got it. Okay. Now as things are starting to click makes sense. Yeah. Also, for me a question to you is, why was leadership before important for you and the early stage of life?

Kyle Nelson 3:52
I think I think it comes down to two things. I think it was my father watching him because he was like, always part of the school board. He was always volunteering, doing everything, and saying that he was a leader without trying. I always aspired to be that. And I always felt like number two, you know, my fuzzy feelings inside me come from helping others get their fuzzy feelings. And it's been something natural for me and tried to help people lead and become leaders themselves and something you know, inspired to do. Yeah, I don't know. It's just natural for me, you know. And after that, I went to college, in Northern California, Chico State University, went to school there for business administration with a focus on entrepreneurship. So I honestly have never earned a paycheck from someone else. I've always figured it out myself. I've never had a quote-unquote, job. I've always had my businesses, always trying to get

Yoni Mazor 4:40
The businesses out of college or you know, did you have any other business before college or anything like that when you're growing up?

Kyle Nelson 4:48
Well, when I was like, 15, I mean, my buddies started, as a ranch and kind of thing so people pay like 30 bucks an hour to do whatever you need on your property, whether it's clean stuff up. And things. So always striving for the dollar. It was always something that I've always chased and, you know, still do today. But yeah,

Yoni Mazor 5:07
So let's get the years right. I want to start marking the year. So which you did you start university or college

Kyle Nelson 5:13
2007. I

Yoni Mazor 5:14
Went to college, I graduated in 2011 2011, or 2011, your first station off to college professional world. Would you do? What was it?

Kyle Nelson 5:24
Yeah. So I got a $25,000 investment from a doctor that I knew. And I started a staffing agency for nurses. Because I saw so much potential revenue and money that can be made with that. And it was very successful. I did that for about four years. Right out of college, it was just like a one-man business. I had up to 40 nurses throughout all that. And so I was the temporary staff. And

Yoni Mazor 5:47
You mentioned your mother wasn't as correct. My, no, my

Kyle Nelson 5:50
Mother wasn't the caretaker. Right? Yes, he was. That was all different things. But this was a whole visit to a doctor's family doctor, the friend that was a doctor that I knew had money. And she saw the vision. And she was like, Yeah, I'm gonna bet on you. Just give me $25,000, which when I was 21, I thought was like, Oh, my God, I don't know. So I was very picky about how to do that. But I was just fresh out of college with my degree in entrepreneurship. So it was like, literally, I was living the dream. I was like, this is amazing. Yes, I started a full temp staffing agency. So essentially, hospitals have gaps that they need to find temp nurses. So I would just pair up calendars and do that. And I think I had up to 40 nurses and I was you know, making, I was charging $150 an hour, I was paying nurses like 80 bucks an hour. And that was my profit margin. There was pretty low overhead. There wasn't much. But I learned that hospitals there their payment terms that take a while. And so that was what I also learned.

Yoni Mazor 6:48
What it's like to stress it, what's the typical terms for hospitals, if you give us a little

Kyle Nelson 6:51
Man, like I would have 30-day terms, but they would not pay sometimes for 120 days. And when the checks are like $50,000, like, in your payroll? I mean, you get started payrolls. 40,000. And you got the next day, it was

Yoni Mazor 7:03
Just fair, why do you pay bi-weekly pay weekly, monthly? Pay every two weeks? So I drew up the cash? Capital, right? Yeah. So

Kyle Nelson 7:13
Eventually, I got a line of credit through the cabbage. Just too kind of get us by but then,

Yoni Mazor 7:18
You know, cabbage was already active back in 2011. No, this

Kyle Nelson 7:21
Was like in 2013. Because I did this for a few years.

Yoni Mazor 7:26
Today. Cabbage, I think you probably know they're owned by American Express. Yep. Yeah, they're different companies. So are you saying we're paying you what 20% APR or something like

Kyle Nelson 7:35
That? Like that? Yeah. So you know, line of credit. It was fee-based. So they kind of knew what the fees were already. And I was just, I was just in the grind. I was just like, money. It was there was no money, right? It was just like floating to other organisms. It was playing in cabbage, and having a little to pay the nurses, and then I'd get this massive cheque from a hospital. So I eventually got out of that. And I got into another startup called Sol it was called school ID. And what that was all

Yoni Mazor 8:01
Idea. So like, somebody's soul, or like a soul of a shoe.

Kyle Nelson 8:04
Now, somebody's soul. So let me break this.

Yoni Mazor 8:07
I just have to say this. I just thought of the movie saw on a flight back from California. So just a coincidence.

Kyle Nelson 8:14
Yeah. So I helped start this company called Soul ID. It was an action sports social network. We had an app we were in 129 countries, I think. And so pretty much your sole ID right? So who you are your ID is what you identify your specific action sports, we attended action sports that the social network was made out of. And so you kind of choose the ones that you identified yourself with snowboarding, skateboarding, all that. And so I ran with that for a few years, and I was a lot, but this is your business. I was one of the business partners. So it was co-founded by two guys. And then like, in three months, I jumped on board

Yoni Mazor 8:50
Onboard and what was your role in the whole dynamic? Yeah, so I

Kyle Nelson 8:53
Was I started as a VP of marketing, and then eventually over a couple of years, I got into the media space. And that's starting the story of what I do today. I was the Director of Media, and we started producing media for the platform. And for other brands like Red Bull, Mountain Dew, bigger kind of action sports brands.

Yoni Mazor 9:11
Let me get the show. So you’re VP of marketing, and how do you market that social media via social networks? It's very hard for me to mean it's Facebook. Yeah, that's, to say the least, a bunch more. But one thing, let me set the model or the purpose of the social network. You have your soul and your identity, and you put it out there. And that's it interacts just wasn't there. So it's a spiritual thing.

Kyle Nelson 9:33
No, no, no, no, let me break it down. So on the network, right, Facebook, it's inundated with people that post them up to their cat politics, what they just ate, things that we don't care about. So we created an action sports social network that was solely dedicated to action sports. And so this was a place where when you went to this platform, all you would see is your favorite action sports and we had some of the top athletes out there from some of the larger action sports networks. Top photographers on their posting

Yoni Mazor 10:02
Example for action sports as opposed to regular sports,

Kyle Nelson 10:05
Motocross, skateboard, snowboard, skiing, wakeboarding. Longboarding, those kinds of more intense adventure sports areas game this other game is out there. So we went there and we were one of the sponsors of X Games. Yeah, that was my next

Yoni Mazor 10:19
Question. How do you market that? So that's one. There are games and you put your sign there you sponsor a few things, what else we do 50 marks a

Kyle Nelson 10:27
Lot of word of mouth and asking for referrals. But our biggest thing was, we would jump on board with these up-and-coming action sports athletes. So people that were just about the sign, and we would sponsor them so they would have their logo all over them. And then we would get top athletes on there in telling their networks in different like on Instagram, Facebook. Hey, come join me on Soul ID. So it was hard. We did it for five or five years. I think I was doing that in the staffing thing towards the end of the staffing thing I started in the soy The thing was about two years get across. Very busy. Just had a kid at that time just got married? So it was just like so much was going on so many stimuli. I was like doing the hustle and all that. And so at a young age, I learned like chaos very also.

Yoni Mazor 11:14
But if you find yourself thriving under chaos, or was it over bad for you or overbearing, and you gotta get by and

Kyle Nelson 11:21
Now I thrive on organized chaos, for sure. I don't do mundane. I mean, I don't know, I don't know what it's like to have a nine to five job. I've never done that. So I can't relate to people when they talk about that. But I can

Yoni Mazor 11:35
Sympathize about what it has called a four or five-hour workweek. There's a Tim Ferriss book or something like that ever read that or I haven't read.

Kyle Nelson 11:43
Yeah, I read it. That just kind of really teaches you how to like outsource you’re your work at the end of the day is what it is and get you back your time.

Yoni Mazor 11:51
But let me get this straight to 2011 till 2014 those days you're in you know your own staffing business, right. But already what 2012 you got involved with

Kyle Nelson 12:02
This problem in 2013? I guess that means 2015 2014. I jumped on board with that. And that lasted till

Yoni Mazor 12:08
2019 for five years, wanting to look at pandemic news about

Kyle Nelson 12:12
2017. When I started kind of backing off that we closed it up. We did have funding for it. But we just decided it wasn't a good route just because

Yoni Mazor 12:21
You did or did not have fun. Didn't have funding with funding goes. How much of you guys raised

Kyle Nelson 12:27
About a quarter million. So it kind of kept us going. None of us were paying ourselves with a sole idea. We were just like hustling and spending money on development and marketing.

Yoni Mazor 12:36
Sorry, goodbye financially. Especially after you detach from the staffing.

Kyle Nelson 12:40
Yeah, it's the money from the staffing agency in reserve. And then from the time I wasn't paying myself, I was just hustling freelance work. I was writing articles. I was doing SEO, I was doing voiceovers, I was doing anything. You could think I was doing fake video testimonies. Whatever it was I could do to make money to buy diapers I was down. Oh my God, it was

Yoni Mazor 13:04
So Goofy, Goofy. Salute the grind. Okay, so let's get into the answer. There's some sort of evolution to what you're doing today. The tickets? Were you still would ID you may be started mentioning the activities that you know, influence things later. So go ahead.

Kyle Nelson 13:20
Yeah. So in 2017, I decided to do photography full-time, January 2017. Start my studio in Paradise, California. That's where I was at Chico, Northern California area. And so I opened my own little Main Street, like on the main road of this small town photography studio. I didn't know a thing about actual like, I was doing a lot of photography on the side. But I didn't know a thing about actually doing this full time, I just went for it because I was at a point in my life where I didn't want to go get a job because I thought I was probably either overqualified, no one wanted me because I hadn't to work for anybody else. And I am somebody that just thrives on doing what I want to do and collaborating with others and making decisions. So I did that. And that was a huge leap. I think I got a $12,000 business loan because I didn't have much money left.

Yoni Mazor 14:10
Cabbage again, or that was conventional banking. No,

Kyle Nelson 14:13
That was just normal banking. I think it's it was through Goldman Sachs. So I got that. And I don't know how I got it. My credit score was super low, and I had debt but I just went for it. And that's the most they gave me it was like, Alright, I'm gonna do what I can with this money. And so very quickly, I jumped on board with some local social media agencies in my local area and said, I'll do photos for your clients for like 50 bucks an hour, I'll do whatever. I emailed every single real estate agent there was like 400 of them and said, hey, I'll do real estate photography. I blasted I mean, I went full-on Bootstrap guerrilla marketing the most I could, and within three months, like I was super and thriving was doing well. And then about a year after that,

Yoni Mazor 14:55
We’re talking about ready 2018 we started in the Middle East middle of the town for the

Kyle Nelson 15:02
Money. And I mean, my buddy, my current co-founder, was also part of Apple ID. So I knew him from that. He was doing his own eCommerce thing with a company and was doing this media thing. And I see the local college that we both went to college to the Business College was doing a career fair. And I reached out to him and said, Hey, I will do free headshots for anybody at this career fair. So that day, I needed help and I hit him up, I did 400 free headshots just to get my name out there for senior portraits. So I was like saying, Okay, if I do free headshots for these students that are at the career fair, if I get their email, I can email them for senior portraits which worked. But that night, that about two weeks before that, I was like, Man, how do I like to scale a photography business? I want to get to the E-commerce space, it's really big. So that night, I grabbed a beer with my buddy, Eli. And I said, Dude, I got this idea called results photography. What if we were to get into E-commerce photos? Like what if we were just killed it? Did e-commerce like it really good product strategy? And

Yoni Mazor 16:02
What made you spot e-commerce? Why was that different? Or what? Why that did was, you know, like rubber attention. What was the reason?

Kyle Nelson 16:09
So commercial photography, which is what I was doing, like photos for businesses, and people, that's just a local thing, right? Like maybe you could do like 120-mile radius, like going after that I didn't live in the Bay Area, or LA or New York, where there are 10 million people, I lived in an area that maybe had 200,000. So there's only so much business I could get from those areas. And I knew eCommerce was international. I was like, Man, if I could just get half a percent of that photography market, I limitless. It's limitless, almost. Yeah, I could do well. And I wanted to get back into the startup world. So that's pretty much just I was like, Alright, I'm just gonna do it and hit him up. He was super down because he was getting burnt out with his job,

Yoni Mazor 16:46
Which he will tell us. So that was the genesis of what you guys are doing today. Yeah, it was this idea that ultimately, and this is 2018. To the world, what he said was burned out. So what was burning him out? What kind of job?

Kyle Nelson 16:57
Yeah, so he founded a brand called material. So it was an E-commerce brand. So I think it is like 300 skews. And he was doing outdoor adventures, items. So like snowshoes, ski goggles, tents, all that backpacking. And I was doing some photographers want them on the side to say, Hey, man, let me help you out. And he was noticing that when he was posting some of these lifestyle images, I was making a forum, the moment he would post it, sales would fly up. And the only change he did was photos. And so he was like, Dude, you know, it's funny that you bring this up. You've been doing these photos for me. And like, coincidentally, these skew that I'm doing your photos with are doing well. He's like, I think we do have something if we could like, share this model, or share this, like little case study with others, maybe they'd be interested.

Yoni Mazor 17:45
And so the marketplace was telling you what to do. Boys, this is resonating. This is data. And I'll keep pulling that thread and see what you find.

Kyle Nelson 17:53
Yeah, that's exactly what it was. And we were stoked. We're like, okay, cool. We got new business on our hands, we shook hands, split the company in half. And for Yeah, so then there was that, but we still were doing our day jobs, of course, like any startups can taking a year or two, and you got funding. And then a year into that. I got a more personal thing. my house burned down in paradise during the campfire. So the campfire was the largest fire of the largest natural disaster, the world for the world in 2018. So it's about the wildfires

Yoni Mazor 18:27
That, unfortunately, struck California viewers at this point. So your house burned down completely.

Kyle Nelson 18:32
Yeah. And so that was a complete gut punch for me. And my parents’ house burned down. Wow. So while doing this startup in late 2018, Eli and I were full-time at that point, we had two part-time employees. My house burns down and my parents’ house burned down. And so I'm just like, and I have one kid. And I'm just like, Okay, this is crazy. I need to take some time off and try to figure out what the heck I'm going to do with, like, I need to find a home. And

Yoni Mazor 19:00
So, you need to find a place to sleep. Like, that's how bad it is. It's unbelievable. Yeah, and I just you forgot you your kid, you were worried you can put the head on a pillow, you know?

Kyle Nelson 19:10
Exactly. So that was part of my story. And part of moving forward is you know, just having resilience and knowing that I'm someone that's always pushed forward and someone that's always tried to see the positive and just like okay, like, I think my entrepreneurial roots helped me that I had a plan. I was like, Okay, we got to move forward. Yes, this is difficult. Yes. 17,000 buildings burned down and 50,000 people lost their homes, but I got to be someone that moves forward. I can't dwell

Yoni Mazor 19:39
In what you do, or what would you get out of this? Well, we're still dealing with it. But oh, why this? It doesn't take you three years into the mix. You

Kyle Nelson 19:47
Finally got into a house that we could buy. We've been Oh yeah,

Yoni Mazor 19:51
I forgot California. Stuff is expensive. And probably in the past year or two things became crazier. Yeah. Everybody wants to have our

Kyle Nelson 19:57
We live in Oregon now, which I'll touch Okay, yeah, man, we were just like, How often were people Airbnb hotels. And finally, we got into this piece of junk apartment. You know, thank God we had somewhere to live but it was really bad but

Yoni Mazor 20:11
But in between like Hawaii, you went to a friend's houses or hotel or motels

Kyle Nelson 20:16
Think of as long as I could keep my family out of not sleeping in a car or not sleeping at a soul at like a red filter, center shelter. Those were the two things I would not do.

Yoni Mazor 20:30
So crazy. Wow. Yeah, real life. Drama stuff.

Kyle Nelson 20:33
Yeah, it was very traumatic. And but you know, we've raised and you know, we're back at it. But so there was that. That was a big, crazy time. And I'm still like, CEO of this company with my business partner. And we're just finally starting to see some like, some like, cool leads coming in, where we're like, wow, we built something. And we have people that are interested in us that we don't even know who they are, how they found us. But that was inspiring for us like, okay, cool. If they think we haven't good enough work on our website. We have enough like, sales, to be able to talk to people about like, wanting to work with us. We've got something so I was trying to balance all that. And then in 2019 Yeah, it was 20 2019. Yeah. My buddy Eli had a basket party up in Central Oregon in Bend, Oregon, which is a big brewery town. We live in the mountains. It's pretty up here. And I and him were like, dude, what if we, like, brought the business up here? And like, let's start a life up here. Like that would be cool. So we had

Yoni Mazor 21:31
To do both California and at that time, yeah. Oregon for bachelor parties. Things.

Kyle Nelson 21:37
Like, Yep, exactly. And so we moved up here and 20. Yeah, 20, year and a half ago. So in 2019,

Yoni Mazor 21:46
I don't post COVID or pre

Kyle Nelson 21:47
COVID. Was during COVID.

Yoni Mazor 21:50
Okay. 21. Yeah. 2020? Or May

Kyle Nelson 21:52
Of 2020. Yeah, yeah, about it. So we moved up here, May of 2020. And that was just me and him and another business partner that we have, and we kind of just restarted the business we had already doing well. And you know, COVID, right. Everybody in the eCommerce age, category industry knows, that's when most of our businesses blew up. Like we're all doing good. All the agencies are doing well, the brands are doing well. Everyone is just like dumping money in these agencies and services like we got a soup up, we got to be able to be, you know, the top of our game on Amazon. So we just see this wave of business that just literally crashed in, in our, you know, right in front of us. And so we hired quick, we started hiring people up here, we got a small office.

Kyle Nelson 22:36
And we just keep seeing all this business. And now we're up to 12 employees, we've got 10. In India that is editing for us, we've got 12 in-house, we've got a network of photographers and video furs around the US right now that work with us. And we are just seeing crazy growth. Right now we're lining with cool marketing agencies. We're everyone's talking about these aggregators that are buying up these Amazon businesses. We are partnered, I can't say who but if you look at the top five aggregators, we're partnered with three of them. So we're seeing all these people needing media services. And so we're just riding the wave. And yeah, there we're in Bend, Oregon. Now we've got a pretty sweet office that we enjoy. And we've got an awesome Rockstar team that makes what results in imagery is today, does so successful, and creates amazing photos and videos for our clients. People are truly seeing really good engagement, conversion, and sales going up. Increase brand awareness. Just over the board. So

Yoni Mazor 23:33
Nice. I want to touch one to that soon. But I want to go back to what you said. 2019 where you guys are kind of getting started at 19 says lots of cool customers came yeah to use your so what do you mean by cool what was cool about them? As far as

Kyle Nelson 23:47
Some of them were name brands like five-hour energy drinks that hit us up when we were happening, give us a little taste of that. So they could we were starting to test Google ads. And we noticed that product photography is a very expensive Google ad to run against its very high competition. Now our accounts like super, like it's very competitive do good with our account. But we were just getting started in somehow five energy clicks on our website, and we converted them on our website. That wasn't it was okay. It wasn't that good. And we were able to show so much confidence that we could put them on a monthly retainer. They signed up and yeah, that was like the cool one but

Yoni Mazor 24:28
What kind of production did they need?

Kyle Nelson 24:30
Yeah, so we did everything from lifestyle so, with models, we've done cool in-studio creative stuff. That's like lots of color props, flat images, belief stuff for social media. So you think of really hiring aging cool fun photos on social media that get a lot of engagement, that stuff we're creating for

Yoni Mazor 24:50
That want to do so I guess you have a studio so you can do all the studio stuff inside your facility but we do lifestyle, you know, images and production. Well, how do you pick us there? How does that all work? What's the dynamic there?

Kyle Nelson 25:02
Yeah, so we have a production manager and a production coordinator. That kind of does all the logistics for that. So we have pre-production with our clients, they tell us this is the type of home we're looking for, or location, whatever it is, we have a database of over 200 models for them to choose from. And then we just start booking up and we do the photo for photo pre-production, try to get the mood of what they're looking for. And yeah, it's just logistics. At that point, we partnered up with Airbnb here in the Pacific Northwest region on it. And we were for our property management companies, that's been the housing section, we also have like, access to any type of office, you can think of gyms, restaurants, whatever, you need your photo taken in the world with the studio for you guys.

Yoni Mazor 25:44
It's all openly Yeah, it's

Kyle Nelson 25:45
Cool, you know, the project we're gonna have. So

Yoni Mazor 25:49
That’s very, very cool. Okay, so let's jump back to where we are today. You know, I don't sell on Amazon anymore, but here, I'm going to be the surrogate of the sellers. You know, we all understand the need for visuals and this and that, but why is it crucial even today? What amplify that for us on the marketplace level? And specifically, on the Amazon level? Watch? What's should they have? What, what kind of images, and what kind of movies or films or videos or anything you can share with us?

Kyle Nelson 26:17
Yeah, there's a lot of different directions, I could go with this. Yep. Within a day, we're seeing a shift to online buying, right? It's been happening for about three years. People no longer shop with their hands, they're shopping with their eyes and their thumbs, and they’re just looking at photos. At the end of the day on Amazon. If you can get people to scroll down to read your description in like you’re A-plus content, you did a really good job with your product photos, right? Because you've got them interested in your product. And not only that, a lot of you know, there's this omnichannel experience in marketing that we all have to be aware of. So we have people shopping on Amazon, let's say they're shopping for the coffee cup. They're looking to type in a coffee cup, and they see what 15 listings on the first page or 20 listings on the first page. And there's like inundated Okay, so I have three of these right hammered open and each one and A tab to compare them. Okay, I think I want to work with I want to buy this company, a coffee cup to-go coffee cup. What I'm gonna do now is which most of this is shopping behavior on open another tab, Google their name, see what their website looks like, maybe look at social media and try to buy that trust and buy that. That feeling of wanting to purchase from this company, you know, have that emotional connection, that human element to it to say, Okay, I trust this company I bought in I'm going to buy their product. And so the only way to truly speak on an E-commerce exhibit Omnichannel marketing platform is through media. That's the only way you're going to speak to someone through a photo video. If you can get people to read these days, like captions and all that other stuff. You're doing a really good job with the other visuals. And through Amazon, you know, they have I think eight placeholders now so you can do usually say three products on white so you can showcase the features a few lifestyle images and infographics so whether it's a comparison, a dimension line before and after, whatever that is or just showcase the future infographic and then a video around a 32nd lifestyle video to break down the video

Yoni Mazor 28:12
Is a must-go standard no way you can't live without it?

Kyle Nelson 28:15
I if you're trying to build brands on Amazon, if you're trying to build a product, I don't think so I don't think you need a video to convert people I think you need really strong photos and a strong maybe a couple of infographics and then some enhanced brand content. But if you're trying to build a brand and try to be known more than just a cup that is you know, that's just private-labeled. And you want to like get people to follow your journey and have that retention of customers you need video because that's going to bring that human element that everyone's looking for. It's going to bring that realness that rawness of okay, wow I see myself with this whatever the product is a widget I see this person using it I feel like I have it it's a scenario-based yeah highly recommend video

Yoni Mazor 28:57
so let me typical question cuz you mentioned Omnichannel so from our consumer I opened up in Amazon on your Amazon listing I hit your website so if you geared up in property Amazon listing properly my resident well but if on the website you didn't and it's just one page with some just content or words and not the right visuals and media then they're gonna have maybe even a discord isn't doesn't look super legit. And then the other one because he's comparing me to another one or two and see it's all an ecosystem and it's all resonance the same way that you get your win.

Kyle Nelson 29:31
Yeah, yeah. I mean, that's how I shop and that's how people that I talk to shop. I mean, I mean, not everything you buy, I mean some stuff is just you go to Walmart or amazon just buying the typical brands that you buy, but when you're

Yoni Mazor 29:41
Buying disposable cups, you know, announces commodity Yeah,

Kyle Nelson 29:46
Yeah, it's you know, but when you're in that, that discovery mode, you're trying to find a new

Yoni Mazor 29:52
Novel, novel novelty or something more gadget or the price point is to take the ticket pause, and before you invest the money in that’s exactly
Kyle Nelson 30:00
I mean, having that consistency, than that. Having that message consistent across all your different so you hit the social media, you hit the website, you hit the Amazon listing, and you see that there's some consistency between the media, that must mean they're putting some time into it and that they're a trustworthy company.

Yoni Mazor 30:16
Got it. Now, aside from your model, you guys have retention, right, and a monthly kind of retention or a retainer. And I guess more or less this subscription model, as a seller, if I was a seller, but I'm speaking about the sellers, what would I need that isn't it, it's like a touch and go ahead and run kind of thing, I get your My Media, I put it on, forget about you guys, what's the purpose of that or dynamic or relationships you're able to establish over time,

Kyle Nelson 30:38
so retainers, if you're 100%, only Amazon seller, which, yes, which he has worked with, I wouldn't say retainer is the most appropriate thing for you, you'd be more using us for just listing images for new products and variations. But retainers are going to be for companies that are DTC going, they can Shopify websites, and they're trying to sell hard on there, they're trying to create a very strong presence on social media to build a brand. That's where the retainer comes in. So you know, we'll do 15 photos, 30 photos, 50 photos, depending on 100 photos a month for your brand, not necessarily just a product, but your brand, every single month will dip into the year, we'll do some videos for you, whatever it is that you need.

Kyle Nelson 31:16
And companies like that, because they're getting media drip to their inbox all month long. So they can utilize, they can get ahead of time for sales, I would say, you know, with your listing, you know, every so often maybe once or twice a year, kind of shake it up a little bit and add some new fresh images, maybe that speaks more to your finding a new market fit. Or maybe you're finding seasonality works, you put some seasonal images in there, whatever it may be. But some companies like some of these larger aggregators that are buying up brands, they love having us on retainer, because they're having new products being launched all the time. And so they're just sending us new products on retainer model instead. So

Yoni Mazor 31:52
Yeah, one thing I do like that, I think you kind of mentioned over there is that the ability that to have a partner that's always dripping media by your side, you need to use that for your marketing. So then you can feed your social media channels all the time, you know, and drive traffic to Amazon listings or eCommerce web pages. If you have a Shopify website, for example, I gotta keep nursing and lifestyle videos, cool videos, or images. I think that's critical if we're trying to build a brand that resonates and talks to consumers.

Yoni Mazor 32:20
So yeah, now it makes sense. I think it makes total sense to have the ability, I know that I would like to have that because if you're just relying on PPC, and just Amazon which is cool, but anyway, but if we gender your ambition is to build a brand and be able to communicate with your audience and your consumers and customers are you got to communicate and the best way to communicate is good visuals, good media. And to do it in a wide range because it's very rarely just called you know, your consumers you all day on the phone with them. So the way you communicate is you know, through media, social media, and marketing channels, and every image thing was an ambiance, some sort of a message or resonating, so it becomes critical to have the right partner for that. I'm talking to me about the biz Pros podcast. What's that? About? What how did this come to life?

Kyle Nelson 33:12
So about three years ago, me and my buddy Eli, my co-founder. We wanted to start getting into podcasting because everyone's talking about podcasting. Build a brand that we're following Gary Vee, we're all excited. We started this podcast called The E-commerce buzz. And we noticed that for us, there was almost so much e-commerce we could talk about that everyone else was talking about, too. So we shifted it after 20 episodes to biz rose. Because we're business guys, we’re bros. At the end of the day, we're just like, normal people just having a good time building business and stuff.

Yoni Mazor 33:45
You know, let me get this straight. You're not biological brothers but on the business. You guys are bros.

Kyle Nelson 33:51
We're just biz bros. We're not brothers, although we get that asked a lot. Mainly because when he's got his glasses on, he has almost dressed identically you would think we're brothers.

Yoni Mazor 34:00
Kind of similar. Nice for Sorry, guys. You're both kinds of sitting with the same microphone. The microphone sounds like identifying a Muslim as a color. You know, it's it was duplicating itself. But yeah, it's kind of similar.

Kyle Nelson 34:11
Yeah. So we started that. And the number one reason outside of business or to brand building is we wanted an easy way and an easy platform to absorb knowledge. And this was a way for us to interview people thought leaders, interesting topics, whether it's about building culture, leadership, anything, every personal development, marketing trends everybody could think of we've had them on the podcast now, just so we can learn and then share with others what we're learning and it's been such a cool, cool experience. I think we're at 130 episodes, but we have about 160 taped. And so it's just a place for us to just learn and talk to people and build our brand as well. Having cool conversations and giving input and stuff but the end of the day is just learning to talk to cool people trying to further our stuff as business leaders in sharpening our tools.

Yoni Mazor 35:04
So let's go from three years of business, let's try to see if you can bring us the three biggest things you learn from the podcast from Business Pro, both parties are taught you kind of learn or look, look back into the three years package, of course, and natural utilities.

Kyle Nelson 35:19
One is going to be resilient, never giving up, and always pushing forward. The next thing is celebrating failures, not just successes, that's very big, you can't have a failure when you're down. And the third thing is, you know, for me, is, sometimes you need to stop looking so deep into the analytics and the data and go with your gut. Because a lot of times you are, who you are, and the decisions you make is honestly a gut feeling. And most of the time it's going to be right, even though Data and Analytics might say something different. Usually, your intuition can push you in the right way. And as we all know, data and analytics can change drastically within two seconds. Like it's like, oh, something happened. So those are kind of my three things. It's an intuition, resilience, and celebrate failures,

Yoni Mazor 36:05
Trying to kill them a friend, okay. Let me see if I got this the resilience, celebrate your failures, and, you know, into intuition. I mean, with all things fail, especially data, you got to, you know, trust your gut and intuition. Very, very cool. Thank you for that. Okay, but in terms of celebrating failure, how do you do that? Give us an example of that.

Kyle Nelson 36:30
So anytime in our office, that there's a success, we have a gong. So people hit the gong all day long, we're hitting the gongs we're celebrating. But when there's a failure, we bring it to attention. We say, Okay, what happened. And the reason why we break this down is when there are failures in your company, that is where there are systems and processes that are broken, and there are leaky pipes that you need to fix and rebuild. And that's how you're going to find real growth because you're creating systems and processes that you're learning.

Kyle Nelson 36:57
Oh, whoa, this client wasn't happy. This happened for a reason. It wasn't just because they're waking up on the wrong side of the bed. I mean, yeah, we have clients every so often everybody does. But for the most part, there was something in the process that was broken. And so we need to go in there, fix it, build it stronger, build a stronger foundation in that process. And that's going to help us move forward with retention and growth.

Yoni Mazor 37:18
So that sounds like you, yeah, you studied your failure. And then you hopefully grow from it. And that's how you celebrate,

Kyle Nelson 37:25
Celebrate, that the failure found us a process that was broken, and we built it even stronger, and put all our resources into it, to build it up. So that won't happen again. And then we just keep finding those other failures and processes that need to be fixed. So

Yoni Mazor 37:39
Very cool. I love that. I love that. Okay, so I want to kind of package episodes to see what we got so far. And I hit into the last round. So born raised in Northern California, Middletown went to school from 2007 until 2011. I think I believe you mentioned you did, you know, business and entrepreneurship. And then 2011 of school, you hit your business right away with, you know, staffing from 2011 until about 2014 15. But in between, I believe around 2013.

Yoni Mazor 38:07
You started, you know your own business with? With Yeah, with what? Yeah, what I saw the idea, yeah, that there's a social network. And then that happened till about, you know, all the way to 2017 You know, you guys raised about 250,000, you tried your best, you're in between, you know, I'm taking the salary, so you're getting by or whatever you can, you know, give instructor testimonials, for example, or whatever you can get your hands on to comment to make an earning, admirable, by the way. 2017 You know, you put everything aside, you and you start afresh and you in the middle of town, you open up a shop for photography, you know, doing medium visuals and videos, and then around 2018 you meet your partner.

Kyle Nelson 38:49
Correct. And you met up with them for beer? Yeah,

Yoni Mazor 38:53
For beer. And then 2010 you guys come with the idea too, you know, to create the current business with results imagery. And then 2019 Right, there's a big fire, you know, it kind of struck you hard to attain sorry, and then struggling pretty hard. And then 2020 you already decided to pandemic here. You went to battle party Reporter You already settled in Oregon, this weird state of Oregon.

Yoni Mazor 39:15
And today no 2020 and 2021 eCommerce exploded through the roof and you guys experience tremendous growth. The focus is helping you know these brands grow and E-commerce and bringing in all the maximizing all the benefits of all having the right media set, you know, the sellers, towns and entrepreneurs and we got everything that we got everything correctly so far. I think so. Very cool. So thank you so much for sharing. I enjoyed it. I learned a lot. So I appreciate it. Now I want to finish out with two things right? The first thing would be is if somebody was to reach out and connect, you know, give them a handoff Or where can they find you? And the last thing would be is what is your message of hope and inspiration for entrepreneurs listening out there?

Kyle Nelson 39:55
Yeah, first place would be to go to results imagery.com or just hit me up on LinkedIn. Kyle Nelson, I'm very active on there just like everyone else. And I think my message of hope and inspiration is, you know if you have a gut feeling that you think you have an idea for a business, go for it. Don't give up. Don't get started tomorrow, get started today and take that first step. And always, always run with passion in your hand. Don't ever run with something that's going to burn you out. Just run with passion and the fuel will

Yoni Mazor 40:26
Always continue. Got it? You're passionate about it. Don't wait, don't procrastinate start to start now. Keep the passion going? I would also borrow from what you said earlier from three years of the podcast resilience, celebrate the failures, you know, grow from all of them become better beautiful stuff. Alright, Kyle, so I'm wishing you and the whole team you know great success and also for the podcast. Great having you today. I hope everybody else enjoyed themselves and had a good time. These different healthy till next time.

Kyle Nelson 40:51
Thanks, man.