[Fully Managed] Andrew Schuster from Further Insights Ep. 185

Opening and Game Introduction

Shannon Donnelly (SD): Hello everyone and welcome to the Fully Managed Podcast. Thank you for joining us. Thank you for joining me, Andrew. I really appreciate it.
Andrew Schuster (AS): My pleasure. Thank you.
SD: So today we’re going to start with a game. This is my favorite game. I think that it makes people be more creative, think outside of the box. I love thinking of random things to throw at people. Here it is. This game is called Market Me This. I’m going to give you something completely random and maybe difficult to market, and you are going to develop a little plan for me about what you do. Obviously, there are so many aspects of marketing. You can choose one or you can choose an overview of what you do to market this product. But that’s basically it. I know you do digital marketing, so that’s a different kind of vice. But maybe you can develop a template for what you do.
AS: Yeah, that’s one of my favorite games to play already. So let’s go.
SD: Awesome. Okay. Here’s your product: Bluetooth shoes with speakers.
AS: All right, great. Well, I mean, first of all, I’d say it’s an incredible product for kids that want to have fun on the go and parents who want to keep them entertained in spaces where that’s okay — maybe if they’re out for the day with their friends running around. They could have different sounds pre-programmed. It’s got a lot of incredible features you could really enjoy with your family, but it’s also just great if you’re out for a run because who doesn’t want to have some beats going when you’re out for your morning jog? I think there are a lot of benefits to these shoes. It really depends who you are. So check out our website, learn more, and find the right pair for yourself.
SD: That was really good. What would you name them?
AS: Blue Shoes. I mean, come on.
SD: Oh, cop out. That was a softball. If you ever want to play that game again, let me know. That’s a lot of fun to think about. That was like most of my college experience in advertising as an advertising major — coming up with fictional campaigns for brands.
AS: Yeah, that’s a lot of fun.
SD: I think that’s so fun. Sometimes, you know, I throw a softball like you just did. For some, that might not be easy, but that’s just how my brain is wired. I’m an advertising guy. No, I liked it. I’ve given some funnier, maybe more difficult challenges to past guests. We can do a follow-up segment. Let me know. I’m always happy to play that one. I think you’d definitely enjoy watching those as well. But thank you again for participating in that. That was fun and a good start. I know you’re creative, so that’s great to know.

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Introduction to Guest and Agency

SD: Thank you again for joining me today. For those who don’t know, this is the Fully Managed Podcast, where we discuss marketing and business tips to help assist you on your business journey. I’m your host, Shannon, Penji’s Partnership Coordinator, and I’m joined here today with a very special guest, Andrew Schuster from Further Insights. Thank you so much for joining me again.
AS: Thank you, Shannon. I really appreciate it.
SD: I appreciate it as well. So let’s talk about you. Tell me about you, tell the audience anything you think is relevant to share about your business journey, what you’re doing now, and what you may be looking for in the future.
AS: Absolutely. I started a podcast recently for Further Insights, really focused on digital marketing for small business owners. What you’re doing is great — accessible information and helping small businesses get the tools they need to grow. Obviously, there are tools and firms that can assist, but a lot of what I’ve been doing recently is AI implementation for our own processes, let alone for clients. That’s taken up a lot of my focus: automating systems and leveraging tools for predictable outcomes.

The Role of AI in Marketing

AS: Further Insights, my digital marketing agency, is really a data-driven firm. We’ve always been metrics-oriented, results-oriented. We started with Google search and email and have evolved over almost ten years into a more diversified media and marketing company. We have our own products and services, digital products as well, but we also do consulting for mostly small businesses in various industries — bars, restaurants, automotive, HVAC. By and large, we focus on helping small businesses learn how to do world-class digital marketing.

I’m thirty-eight, and I’ve been doing this for twenty years. Most of my career has been in digital marketing. I’ve watched the evolution from pre-social media to now, and what’s happening with AI is fascinating. A lot of where my head is these days is around technology and AI.

SD: I appreciate that insight. It’s cool that you’re delving into something new, especially because small to medium-sized businesses often find it hard to think in that space. AI has simple adjustments people can figure out themselves, but there are also integrations into their regular systems that could make things easier — they just don’t know where to start.

Small businesses can be at a disadvantage, especially if they’ve had their business for a while and aren’t tech-savvy. It’s sad to see a business go under — not because they don’t provide a good service or product, but because they can’t adapt to the changing climate.

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Marketing as a Priority

AS: I think marketing is always an afterthought, and that’s my biggest issue with how people view it — and with the industry. There’s been a lot of snake oil salesmen out there selling results and vanity metrics, like likes over revenue. Long before AI, we were helping small businesses understand content, run ads at a basic level, and measure success.

For a chef, mechanic, or lawyer, digital marketing can be advanced and intimidating. Small businesses without a marketing team still need marketing excellence. That’s not a cousin or high school intern — it takes expertise to size up a market, create a compelling brand, and measure success.

Metrics and data have been crucial for sustaining and growing as an agency. Especially with today’s technology, we can attribute marketing performance to revenue. Creativity is secondary to execution. People should think about marketing early — ideally, a marketing partner should be one of their first hires.

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The Importance of Knowledge Sharing

SD: I think it’s unique for small businesses not to see marketing as a first step. They often prioritize other things, which can be warranted, but if you’re trying to grow, word of mouth alone usually isn’t enough.

These kinds of conversations — podcasts, articles — make it easier for people to learn. Knowledge should be free. The digital age has made that more possible, but paywalls for research and resources still frustrate me.

That’s why I love having other podcasters on — they understand the process, and they care about sharing knowledge, not just making money.

AS: Totally. In marketing, and in business overall, it helps to be humble, ask questions, and identify your strengths and weaknesses. Market research and planning are essential before launching — you need a thesis on what will work and multiple paths depending on initial campaign success.

Digital marketing is incredibly accessible now. TikTok, YouTube Shorts, Instagram — small businesses can reach huge audiences. I think every business should have a podcast or regular video content before they even launch, to connect authentically with a community.

Evolution of Marketing Approaches

AS: When I came into the industry in 2009, marketing was still about building big, bold campaigns — huge websites, billboards, newspaper ads. You had to go big market to make an impact. Now, there’s so much noise that you have to find a way to break through differently.

Digital formats like podcasts create extended learning opportunities. I get excited hearing other podcasters’ journeys — understanding the intellectual reasons behind why they do this. It’s more than marketing ourselves; for me, this is my career, and I’m genuinely passionate about it.

Marketing hasn’t always received the respect or integrity it deserves, unlike fields like law or medicine. I take that seriously now, in the middle of my career. Putting myself out there through podcasting has sharpened my skills and helped me practice what I preach.

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Sharpening Skills Through Podcasting

SD: I agree that podcasting sharpens your skills. Personally, I love learning — if I could, I’d go to college forever and study every major. This podcast is such a gift because I get to learn from every guest.

Marketing is vast, and everyone approaches it differently. Even if methods overlap, the way people explain and execute them is unique. I’m thankful for that — every conversation is like a marketing class in real time.

Many guests tell me their college marketing education was outdated by the time they graduated. The industry changes too quickly. Having a podcast keeps you sharp, and I encourage others to do it. Competitors don’t scare me — the more people share knowledge, the more transparency we have in the industry.

I agree with you on the “snake oil salesmen” in the agency space. When business owners understand the space better, they can vet agencies more effectively and avoid being burned.

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Marketing Foundations Before Launch

SD: I also want to go back to what you said about building a digital marketing foundation before launching a business. People love a story — knowing how something came to be makes them connect with it.

Even if it’s not about “how I got here,” sharing the process of creating a product or service resonates with people. It gives them something to relate to.

AS: Exactly. For so long, people were told to “fake it until you make it,” but pretending to be something you’re not will backfire. If the customer experience doesn’t match what you’ve promised, you won’t have repeat customers.

Social media makes it harder to fake success. Some of the most effective campaigns now are just authentic videos showing what’s really happening in the business. That builds local relationships and can even attract people from farther away.

Businesses need transparency, team involvement in social media, SEO, visibility in maps and directories, and pre-launch marketing planning. Dedication to marketing early can be the difference between thriving and closing.

Restaurant Marketing Examples

SD: You can see this in real time even if you’re not in marketing. On my street, two restaurants opened in the past two months. One had a line around the block on opening day. I’d seen ads for it beforehand — on Instagram, everywhere. The other had a “grand opening” sign and balloons for weeks, but I never saw anyone there.

AS: What are the cuisines?
SD: One is Asian cuisine and the other is hot chicken — Southern cuisine. The Asian place had more variety, while the hot chicken place only had about three menu items, just variations of the same thing.

AS: So talking about market size — the chicken place is limited to one type of product. Maybe their need for volume isn’t as high, or maybe they think they don’t need to market. But most small businesses that fail rely solely on their product and assume people will find it.

SD: Actually, I think you misheard me. The chicken place was the one with the big opening and lots of marketing. The Asian place barely marketed, and I rarely see anyone there.

AS: Ah, okay — that makes sense. Chicken sandwiches are trending. In a city like Philadelphia, something cool and new can get an immediate rush, especially if they do social media right. The question is, what happens a year or two from now? Did their campaign sustain enough, or will they need to keep spending?

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Sustainability and Retention

SD: I think the chicken place didn’t have a sustainable plan. They had a huge crowd the first day, but now I see far fewer customers. Sometimes it’s empty.

AS: PR can get you an initial burst — like an Eater article or local press coverage — but you can’t rely on that forever. For us, we use the “Three Ps” framework: Planning, Production, and Performance. Marketing is an ongoing practice.

If that chicken place knew they’d get a burst of traffic, they should have had a way to convert those people into repeat customers. That’s more advanced marketing — retention is harder than acquisition.

If they don’t have a CRM connected to their point-of-sale system to collect customer data, they’re missing the most valuable asset: their customers as their marketing engine. Personalization — sending birthday offers, exclusive menu updates — is how small concepts grow into large ones.

Data from point-of-sale systems combined with marketing data allows you to lower customer acquisition costs over time. Without planning for retention, businesses end up spending too much just to keep replacing lost customers.

Longevity and Product Quality

SD: I agree with you — some marketing plans aren’t built for longevity. Many focus on grand opening promotions but don’t consider the follow-up touchpoints needed to keep people coming back.

AS: Exactly. I’ll give you an example. My favorite pit beef place in Baltimore — for locals, pit beef is like our cheesesteak. It’s char-grilled beef, medium rare, served with tiger sauce (a mayo and horseradish mix). The best one, in my opinion, is Pioneer Pit Beef.

It’s a shack on the side of the road, cash-only, always with a line out the door. They’ve never marketed — I once offered to make a free video for them, and they said they didn’t want more people. They’re family-run, open at 5 AM, and they thrive purely on product quality and word of mouth.

In some cases, excellence can transcend marketing — your customers become your marketing. That model works if the product is exceptional, scarce, and the business doesn’t need or want to expand.

SD: I agree, but I think that only works if the product is unique and can’t be easily replaced. For example, the chicken place’s product isn’t unique — there are other similar options, so they need marketing for longevity.

AS: Exactly. Great product quality alone works for certain businesses, but if you have competitors offering something similar, you need marketing to stand out. Otherwise, even if your product is good, customers can easily go elsewhere.

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Risks of Relying Only on Word of Mouth

AS: In real estate investing — which I’ve been involved in — I’ve learned to look for predictability. The same applies to marketing. If you can predict that your product will sell out every day, you might not need heavy marketing. But if conditions change — say, a pandemic hits or market demand shifts — and you have no marketing plan, you’ll be in trouble.

Even in businesses that thrive on word of mouth, eventually the next generation or new customers will need to be brought in. That’s where basic marketing — social media, SEO, listings — comes in. You don’t need to be everywhere, but you do need to be findable.

SD: That’s true. I think some small businesses need to understand what they really want from marketing — it’s not always just volume. If they can only handle a certain amount of customers, they need to focus on attracting the right ones.

AS: Exactly. I try to be careful when advising clients because marketing data can also affect their operational decisions. Marketing can show what products to promote, what specials to run, even what menu items to cut. But if the brand isn’t clearly defined, all marketing can do is share what already exists — it won’t fix deeper issues.

Tailoring Marketing to Audience and Community

SD: That goes back to what you said earlier — you don’t have to be on every platform. You don’t have to launch a huge campaign to be successful. You just have to know what’s best for your business.

For example, marketing on TikTok might not make sense if you’re not looking to attract a younger demographic. If your goal is to keep your loyal locals happy, maybe focus on flyers, community events, or locally targeted campaigns instead of going after a global audience that doesn’t fit your culture or service style.

AS: Exactly. You don’t want to attract customers who will be dissatisfied simply because they’re not the right fit for your business.

I’ve seen this in Baltimore while helping improve the business community along the York Road corridor. We’ve had spaces turn over multiple times because businesses moved in without talking to the community first. They never built rapport or aligned their offerings with local needs.

Community outreach and development are key. If you don’t ask questions early, you can’t market effectively, and you risk being unsustainable.

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The Value of Pre-Launch Community Engagement

AS: Starting a brick-and-mortar business today is challenging — especially compared to starting a digital business. We need entrepreneurs who are willing to take risks, but they’ll succeed more often if they involve the community from the beginning.

A great example here is Be More Kitchen, a food business accelerator that helps brands create packaged goods and sell them at markets nationwide. They build community connections early, and that becomes a marketing foundation before the brand even launches.

If you open a restaurant without considering local tastes, you may not survive long. We’ve seen locations change hands multiple times because they didn’t fit community needs.

SD: I think restaurants can make their lives easier by marketing before they even have a location. Do pop-ups, private events, anything to build an audience first. Then when the brick-and-mortar opens, you already have a loyal base, and marketing can shift from convincing people to come in to simply keeping them engaged.

AS: Exactly. By the time you open, you should have a prebuilt audience and money in the bank. That’s what makes your opening smooth and sustainable.

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Closing Thoughts

SD: I think that’s a beautiful note to end on because it’s such a sound piece of advice many businesses overlook. Community is so important. You can have a great product or service, but if it’s not right for the people in your area, it won’t succeed.

Sometimes, the same concept could thrive in a different location, but without considering community fit, it’s doomed from the start.

AS: And all they had to do was hire a good marketer early or learn the basics themselves. Unfortunately, marketing is still an afterthought for many, especially creative entrepreneurs.

Creating a business is a huge accomplishment, even if it fails. But hopefully, the work we do — and conversations like this — help more people succeed.

SD: I definitely agree, and I appreciate how much you care about small businesses. There are people out there who say they want to help but clearly don’t care. It’s nice to speak with someone who values sharing knowledge as much as I do.

AS: Knowledge sharing is critical. Thanks for having me on — I’ve enjoyed this conversation.

SD: I appreciate it too. And thank you to everyone for listening. I hope you got advice that helps you in building your business or pursuing your endeavors. Have a lovely day, everyone.

AS: See ya.

https://www.linkedin.com/in/andrew-schuster-b5597a15

https://music.amazon.com/podcasts/dd82f404-5099-49da-9261-1621f65ee3ea/episodes/b1fb7663-a4ee-48f0-a438-e67c2a10df17/fully-managed-data-driven-marketing-for-small-business-ai-authenticity-strategy

https://podcasts.apple.com/us/podcast/data-driven-marketing-for-small-business-ai-authenticity/id1782589467?i=1000712770657