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So there’s been quite a bit of discussion on how cash surfing is affecting the industry. It’s hard to keep up with popular opinion because the industry as a whole seems to be hugely divided on this issue. Most of us attend conferences, frequent the forums… but you’ll hardly ever see David Foley. David has been the key focus in a lot of these discussions because he proudly offers cash incentive rewards at Traffic Taxis, and is crushing with it. What better way to get some important questions answered than directly from the man himself? I asked David to do an exclusive interview with me, so I could ask the questions on everyone’s mind. I’m always at conferences… I have a clear idea of exactly what you want to know, and had no trouble asking.

David was very open and honest on every question I had. The interview lasted well over 3 hours, and is so in depth that I need to break it down into smaller posts. Here is the very first installment of my candid interview with Mr. Foley of Taxis. I think it will be an eye opening experience for everyone… it was for me.

I will allow open and free debate here. I do not want only one viewpoint on this topic, so please let me know what you think! I will however do whatever it takes to make sure this discussion stays focused on the topic at hand. Please leave your comments, make sure they are focused on the topic. We can debate and discuss this intelligently without slander, name calling, and mudslinging.

Winter:
What’s the real purpose for the jackpots and how do they benefit surfers?

David:
Well, I rarely use the “In House” Jackpot anymore. I have witnessed the pro’s and con’s and I know what the surf trend patterns are.  It’s definitely not an easy thing for people to understand from context,  but basically it’s just a way to spark emotion in people.  The surfers can benefit from it in many ways.  The unique amount of surfers inside the site is increased, they are in a good mood and enjoying themselves and it’s an incredible chance for them to take advantage of branding.

Winter:
What cons did you notice when using the jackpots too often, and how did that define how you use them now?

David:
Con’s… Hmm.  Well if I give that away, it won’t be a family secret. But I can say that from an admin point of view, it’s a lot of work and a lot of responsibility.  It is playing with fire. Really the biggest con at this point, is that once it started to be duplicated, or I should say, once people were trying to use the same approach, I had to regroup and move on.

Winter:
But no one has used that approach as successfully as Taxis so far. Do you feel that maybe the glitter of the “jackpot” surf has diminished in general?

David:
Well, I mean people will always love that word… If you were in Vegas, I can’t think of better word one would want to hear. So no.. absolutely not.  I think that as long as people continue their own approach on the “jackpot” surf, it will always thrive. It does bring excitement and it’s a word that almost everybody in the world can understand.

Winter:
There’s been a lot of talk lately about trying to understand the mentality and way of thinking of the new blood, the new surfers. It’s a popular belief that they believe in getting something for nothing, doing very little work for a lot of return. Do you think Taxis is playing into that mindset, or simply capitalizing on an attitude that has been around for a long time? Do you think you’re feeding into, and breeding surfers that expect something for their efforts instead of real results?

David:
The tools have and always will be there for the members of Traffic Taxis to excel and get the absolute best of their advertising.  In the beginning it was a passion to try and help each and every single person I could.  And I still do, but in the beginning you are also learning yourself.

There isn’t a single Traffic Exchange owner out there that hasn’t shaken his/her head at the idea that, no matter what you say, no matter how hard you try to steer people in the right direction, they will always do what they do.   There are so many learning curves in marketing.  All of them are critical and even just learning how TE’s work in their own right is quite a steep learning curve itself.

Taxis offers something to every single type of person that comes through that door.   Which path they choose is always an unknown.  Some people just like to surf to surf.  Some take their business serious and use the right tools.   Some like the excitement of winning prizes….  I find that the more you try and restrict people, the less responsive they are. All the tools are right there, when they are ready for them, they will use them. And… if you don’t have it to offer…. the guy next door always does.

Winter:
So does that mean you’ve given up on trying to encourage your members to do the right things, learn the right way, use the right tools?

David:
Nope not at all.  The job of an exchange owner in a sense is actually a lot easier than the surfers.  My job is to deliver traffic to webpages and keep the doors open.  The surfer’s job is to understand their demographics and respond accordingly.A lot of people like to use the reference, you view my page, I view yours.  Well, we all know that people tab surf, we all know people are encouraged to surf more than 1 site at a time. We all do cross promotions which involves asking the members to do more than just look at one site at a time.  If that was the case and it was that cut and dry, then I think the expression, “you view my page, I view yours” would be correct.

As much as people dislike hearing the simple facts, the failure rate for niche marketers, especially in Traffic Exchanges is high. And in my opinion it’s simply because there is just so much information that needs to be understood in order to properly execute successful campaigns in a Traffic Exchange. I always extend my knowledge when someone comes asking, but sometimes asking too broad of a question can be more confusing to people than if they hadn’t asked.

But to sum that up… No you can’t ever give up. If you love your business then you will always find the time to answer the smallest of questions for people, even if it might not be what they want to hear. But you know, sometimes messages do get lost, we are only humans… lol which reminds me of a coozie my father owns that says “ To err is human, to really mess up…you need a computer”.

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There is much more of this interview to come, but please feel free to discuss what’s been covered already. I think you’ll be surprised what you find out from reading the whole series of posts on this interview. Tomorrow, I will continue where we left off… til then!

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Related posts:

1. Traffic Exchanges Are Hurting! Now What?
2. More Cash Surfing Hoopla