Hollywood Branded Refresher Episodes
Check out some of the past episodes we’ve covered on this topic:
- EP 219: How Your Mindset Drives Success with Kim Ades | Frame of Mind Coaching
- EP 218: Quieting Your Mind with Matthew Ferry | Matthew Ferry International
- EP 212: Creating Partnerships for Massive Success On Screen with David Norton | Ladder Up
Hollywood Branded Content Marketing Case Studies
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- The Top 10 Highest Endorsed Athletes And Their Brands
- The Celebrity Athlete As An Endorser: High Reward Low Risk
- Olympic Athletes Endorsement For Anti Milk PSA
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We GUARANTEE that this class series will provide you with the foundation to make campaigns successful for your brand.
Welcome to Marketing Mistakes and How To Avoid Them. I’m Stacy Jones, the founder of influencer marketing and branded content agency, Hollywood Branded. This podcast provides brand marketers a learning platform for topics for us to share their insights and knowledge on topics which make a direct impact on your business today. While it is impossible to be well-versed on every topic and strategy that can improve bottom line results, my goal is to help you avoid making costly mistakes of time, energy, or money, whether you are doing a DIY approach or hiring an expert to help. Let’s begin today’s discussion.Speaker 2 (00:31):
Welcome to Marketing Mistakes And How To Avoid Them. Here’s your host, Stacy Jones.Stacy Jones (00:35):
Welcome to Marketing Mistakes And How To Avoid Them. I’m Stacy Jones, and I’m so happy to be here with you all today. I want to give a very warm welcome to Brittany Gilman. Brittany is the CEO of BG Sports Enterprises, where she builds brand partnerships and overall PR and personal brand building campaigns for professional athletes. With over 17 years of experience helping athletes dial in on campaigns that work for them, and a very impressive roster of over 500 athletes worldwide, including NFL, football, you know, soccer, UFC, boxing, snowboarding, and other celebrity partnerships, Brittany has a very unique outlook into the world of bringing to life celebrity branded partnerships, including fashion partnerships, and has assisted in the development of a variety of celebrity clothing lines, as well as her own, SKR Apparel, where she uses her drawings for the designs.
Today, Brittany is going to be sharing her advice on how brands can better engage with athletes for brand partnership campaigns. We’ll learn what works from her experience, what should be avoided, and how some businesses just miss the mark. Brittany, thank you so much for being here. So happy to have you.Brittany Gilman (01:42):
Thank you for having me. This is awesome. I’m very excited to be here.
Stacy Jones (01:46):
Of course. So what I like doing at this very beginning of the podcast is having you share with our listeners what got you to where you are today? How are you in this industry where you are doing not only brand deals with celebrities, but you’re actually helping these athletes develop their own personal branding so that they have more opportunities to make money off the field overall?
Brittany Gilman (02:11):
Well, my story is really unique. I’ve been in sports my entire life, and I think that in retrospect looking back at my youth and everything that I’ve done, it all is kind of the perfect storm, and one step led to the other. And it’s actually really interesting, and before I answer your question, a couple of years ago, I was looking through this newspaper that I used to write in in high school. I was an editor and a writer and I was also an athlete. So I had actually been interviewed in this particular article about my snowboarding, because I competed professionally for about five years, at a very young age. And prior to me being professional, I was being interviewed because I was a very successful high school athlete.
And one of the questions was what do you want to do when you grow up? And I said, “Well, I want to be a professional athlete. But then after that, I want to be a sports agent, like Jerry Maguire.” And it’s very funny because I completely forgot that I said that. And several years ago when I was going through stuff at home, I found the article and I read that and I was just kind of, “Oh my gosh.” Because being a sports agent and doing exactly what I do was never, I mean I guess in that interview, I said that, but it never was a consistent goal throughout my professional career, like this is what I’m working towards.
So it’s just really interesting and being an athlete, professional athlete, and at the time I didn’t have an agent, PR and branding was a very different industry back then. There wasn’t a social media, I’m dating myself a little bit. And so I had to always find my brand partnerships and my sponsors and I had to figure out ways in which I could generate revenue to be able to pay to go to competitions. And so that was kind of initially, I’m a very much a learn by doing type of person, and in retrospect, that’s kind of what happens. And in college I wanted to be a strength conditioning coach, the first female in the NFL. That was my goal. So I studied kinesiology. And then when I graduated. I was competing professional in college. It was not an NCAA sanctioned sport. So there was no name, image, likeness, or anything like that, issues. And then I went to USC, Southern California, and did an internship with the Trojans, the football team, in the strength conditioning department. I did that for a year. And then I went to Auburn University, did that for a year, got my master’s in biomechanics.
And at that stage I realized, “I don’t really want to be a strength conditioning coach, because I don’t want to be in the weight room all day.” And I wanted to live more exciting life and I wanted to be more in the mix and just still work with athletes, but in a different capacity. And I had kept in touch with a couple athletes at SC that had signed with a sports marketing agency out of Santa Monica, which then I ended up doing an internship at for just a couple months. And then from there I left the agency and started my own sports marketing agency. And from there, it’s just c’est la vie, that’s been the adventure. I’ve literally learned everything as I went and acquiring new skills based on our client’s needs and changing dynamics of the sports industry and social media and digital monetization and events.
And it’s been a journey that’s really flown by, but I guess just constantly trying to be innovative and bringing extra value to our clients. So that’s kind of what has evolved into what BG Sports is today, is a international sports marketing agency. And we also have a startup, a tech startup, in the same space. So it’s just riding the waves of innovation and trying to be the one that sets the path. So long story, trying to make it short.
Stacy Jones (05:59):
That’s awesome. So, we haven’t really had anyone speak and dive in too much over the last 250 plus podcasts on sports and athletes. Tons on brand partnerships of different types, but the athlete is a different approach than most celebrities, and they have different things they can offer brands that differ from like a music artist, from a actor, or just a general social media personality. And I think their approach is a little different because a lot of times they are more localized than nationalized unless they really are the top of the game in whichever team that they’re playing for. So can you kind of dive in a little bit about what working with an athlete is, how it’s different, how brands in this case, since we’re looking at brand partnerships, should be considering them and the right ways to approach?
Brittany Gilman (06:59):
Well, I think first and foremost, if you look at a brand, the brand needs to look at their objectives as a brand and see if their objectives match working with an athlete versus a celebrity. So the thing about athletes is that if you think about their lifestyle and what it takes to be successful as a athlete, there are very specific things that you have to completely dedicate yourself to, areas such as nutrition and recovery, health, wellness, mental health, and any type of brand in that space, to me makes a lot of sense, because without this particular category and without the athlete really having a strong hold on this category and being successful in this space, they’re not going to reach that level of success.
So I think that it creates very distinct authenticity in terms of working with the brand within that space. So for example, a nutrition company, which with a celebrity relative as well, but with an athlete it kind of takes it to that next step.
Stacy Jones (08:01):
Right, because their bodies are a machine that they have to hone, that is their tool.
Brittany Gilman (08:06):
Exactly. And same with recovery. And any celebrity can jump on and say, “Oh, I drink this water and it makes me great.” But with an athlete, it takes it to that next step, that next level. Athletes are also extremely influential. Some celebrities are, but not all of them. And so I think that that also is something to take in to mind is that, people want to be, if you’re thinking about fans and young athletes and people trying to achieve the same things that these athletes have achieved, they want to know what they’re doing. They want to know what are their keys to success. And that applies to celebrities also, but I just think that it really does boil down to the type of brand and what they’re trying to achieve. And then looking at the athlete, looking at their audience, the reach, the demographic, is it a fit? Because I think a lot of times in marketing some companies will choose to work with an athlete or a celebrity without really understanding the audience and the reach.
And also what’s the actual, although you probably won’t ever know the ROI, but there’s certain athletes that have 100,000 followers and the followers actually listen to what the athlete is saying. And they want to know the products they’re using and buy the products they’re using. Whereas another athlete, their audience may not be like that. They may just be NFL fans. And it’s very difficult to know the difference between the two. So I think that as much research and information as you can get in using a potential athlete is going to be beneficial for the brand to know, okay, is this a good fit, first and foremost, and are we going to get a good ROI with this? And so I think that that’s really important and it’s not easy to do, but there are tools nowadays that can kind of help ease that process. And so, yeah, I think the research is key.
Stacy Jones (09:52):
So many social media platforms that can dive in on databases and look at engagement rates and so much more, and they reveal a lot.
Brittany Gilman (10:00):
Stacy Jones (10:01):
Working with athletes, usually are you seeing that they’re the same issues that you might hit with celebrities, or are athletes a safer area for brands to go, or can there be more risks involved?
Brittany Gilman (10:19):
I wouldn’t necessarily say that they’re safer because I think it always depends on the individual. So some of the things that happen are difficulty in executing a campaign. So for example, if we’re talking about a social media campaign where the ask is not that much, it might be a brand that’s going to send a product. They want a picture and a video of the athlete or the talent using the product and to post on their social media. Sometimes it’s very easy to get and the client, or excuse me, the athlete, is going to be very quick to create the content. And other times they won’t. And other times you have to stay on top of them and you have to hit them up every single day.
So I think that that’s very, it’s difficult because you don’t necessarily know how good a individual is as talent to work with. And I think that that really boils down to holding the talent accountable, which doesn’t always happen. And I know on the tech platform that we’re developing, that that’s something that we do have on the platform is being able to look at a particular talent and see, kind of like Uber, like, “Oh, where are they ranked? Do they execute? Is it quick? Is it not?” And that’s something that in the past athletes oftentimes have not been held accountable. And I’ve had issues with particular athletes that I would fly down to Texas for a meeting and then the athlete doesn’t show up. And there’s really no way around that. It’s really just doing your diligence, doing your research, feeling out the talent, feeling out the agent, and also as a brand making sure that you’re not going to put all your eggs in one basket and you’re not going to send this guy the money before they actually execute the campaign, that it’s either going to be held in escrow or that there’s something that you’re not going to get screwed over, excuse my French, because that does happen oftentimes and not just in sports, but just celebrities in general.
Stacy Jones (12:10):
Just like everything.
Brittany Gilman (12:11):
Stacy Jones (12:12):
Whether they’re a celebrity, whether they’re an athlete, whether they’re an influencer, whether they’re a tiny influencer who’s just growing, people are unpredictable, but that’s what’s great about working with agencies and talent managers who actually have insight on who the good ones are and have maybe a little bit more power to hold people accountable because there’s more on the plate than just one deal.
Brittany Gilman (12:36):
Yep, exactly, exactly.
Stacy Jones (12:39):
What are some of the ways that you have seen brands really find a lot of success with working with athletes?
Brittany Gilman (12:46):
I think that creating those authentic campaigns that coincide with the interests of what the athlete already likes and is into, because not only does it make it easier for the athlete to really mean what he or she is talking about and really be a fan of the product, but it also comes across in the content as authentic. So if you find a talent that is a fan of, a dog lover, or loves to cook, and you’re a brand that is giving these puppy parties or whatever the case may be, you’re actually providing value to the talent in a way that they’re going to be authentic about receiving it. And they’re going to want to push this product because they believe in it and they enjoy it. So it’s that finding that fit and finding that if the match, it’s like a dating service, and making sure that, “Oh, this makes sense.” And I think that it’s not easy to do, but that should be in my opinion, a objective for the brands. It’s like, “Okay, we want that authentic talent.”
And also understanding that different athletes are going to charge different things and you have to understand the ask. So with anything you’re dealing with a multitude of personalities, and everyone’s going to be different, as I said earlier, but understanding that if you want a lot out of the talent, you’re going to have to pay a lot, especially if it’s a top tier talent. Now, if you’re working with a tier two, tier three, tier four, your money’s going to go a lot farther. And that’s something that I also think is important is that if you’re a brand and you have a budget, although it’s very appealing to think, “Oh, I can work with this A-lister and have him talk about my brand.” Okay, great, but what are you going to get from that? You’re going to get a certain amount of posts and hopefully you’ll get some ROI if your objective is to get sales out of it or brand awareness, but you can also use that budget with tier two, tier three, tier four, and also maybe not just athletes, but work with a couple of influencers, work with some celebrities, and kind of make that money go farther.
So just understanding that there’s no set to achieve success with your strategies, but that to be creative and open to the idea that, “Okay, well maybe we take this $10,000 and don’t just give it to athlete A but let’s look at these target audiences and these target locations and maybe pick a couple guys and space it out a little bit and then build, leverage those off each other.” So just trying to not be so traditional, but being a bit more innovative in the approach.
Stacy Jones (15:19):
Yeah. And it also goes back to your earlier comment, it’s something I preach as well, of not putting all your eggs in one basket because your risk level as a brand goes up so much. What if someone does have some brand impacting negativity? They have a car accident while they’re drinking. here is a spat with a loved one that becomes extremely public, which happens frequently, especially with athletes who have a lot of testosterone in their body, and not a lot of necessarily polished PR training, always. Although I know that’s something that you also help with polishing and PR and strategy and positioning, but anyone who is going to be the face of your brand, if you are all in, it can be a lot of things to have to handle if something goes awry.
Brittany Gilman (16:11):
Right. Very risky, much higher risk when you are putting everything in one athlete. And we’ve seen that firsthand, with A-list talent that has made some not so wise decisions and lost a lot of endorsements because of it. But some endorsements stuck with him, which I was like, “Wow, I can’t believe they’re still going to support him.” But, yeah, it’s risky.
Stacy Jones (16:34):
And so when you’re working with talent directly, since that’s one of your core that you’re doing of a different approach, because now if you go back into the days of looking where you hear these athletes make so much money and they have these brand deals and they’re on the field but then they’re broke at the end of the day. So you have touched on it, athletes don’t always come from very well-educated backgrounds where they have fundamental foundations in place and their coaches and their teams will, I certainly hear that today, they’re trying to provide more services. It’s less supportive and more about how the athletes performing on the field or on the court. And you’re providing a service where you’re actually helping them figure out that next step to make their brand more polished. Right?
Brittany Gilman (17:27):
Stacy Jones (17:28):
And so where are some of the things that you do where it’s making an impact? How are you directing athletes and enlightening them on how to better work with brands?
Brittany Gilman (17:41):
So one of the things that I like to do with my talent is figuring out what are their passions outside of sports, because a lot of athletes, they’ve never had the time, or some of them even the thought of looking at “Well, what else am I passionate about?” Because to achieve that level of success in the sport, you have to focus solely on the sport. And so that’s one of the first things we like to do with our clients is talk about, “What are you passionate about? And have you ever thought of post-career?” Because it’s very important to be realistic in terms of any sport career, because NFL, the average career is two to three years, different sports it varies, but understanding, “Okay, long-term, do you have any other goals? Do you have other passions?” And then we try to work with our clients to aid them and assist them in possibly planting seeds now that will fruit later.
So if it has to do with the restaurant business or possibly a philanthropic endeavor or clothing, and so we work with our clients to, first and foremost, educate them in that space, and, secondly, to help to kind of get the ball rolling. So if you don’t have a foundation already, but you want to start one, we’re going to work with you to get that started and launched. If you’re passionate about fashion, well, we’re going to implement that into your branding strategy and we’re going to work with you to launch a clothing line and also start attending events in the space. So it’s just working with them and educating them, which is key and not just doing things for them, but teaching them, “This is why we’re doing what we’re doing and I’m going to teach you how to run the business.” If I’m launching a clothing line for a client, I’m not just going to plan on running that clothing line forever. I want to teach him or her, “Here’s the tools. I want you to be able to do this yourself.”
And so it’s really just a matter of empowering and educating them and just assisting them in whatever other objectives, and if they don’t know what those are, working with them to discover what those might be.
Stacy Jones (19:40):
And you dove in a lot about clothing lines and fashion. So, traditionally, are you looking at developing clothing lines straight from no brand affiliation, it’s wholly owned, you’re just finding the originator of the line, you’re designing it, it’s being produced all under that athlete. Or are you looking at collaborations with fashion? Where is the bigger opportunity for the athlete?
Brittany Gilman (20:07):
It’s both. Anything is easier if it’s a top tier talent, and I hate putting talent in tears, but it is what it is. So we look at these A-listers that everyone knows, any opportunity in anything you do is easier than someone who’s maybe a tier three or four type. And so e-commerce is a very easy way to generate revenue, but the talent needs to be passionate about it and want to do it. Not just have us come to him or her and say, “This is a good way to make money.” Because then you don’t have that authenticity. So that’s a really easy way and there’s turnkey solutions and systems that produce on demand. And we’ve done so many of those and you can generate a lot of money depending on the talent.
Now, if it’s a tier two, tier three person, it’s different, because it’s a lot harder for some foremost to get a deal with a brand. Nike Adidas, they’re not going to put a lot of money into a guy that’s a backup or third on the depth chart. They might do a product deal with him or her, but they’re not going to give them their own shoe deal. So with that type of situation you got to look at it like, “Okay, maybe there’s a smaller brand that might be a better fit.” Or, “Maybe we build your brand a little farther and increase your following before we launch your own clothing line.” So it really is individualized. And it depends on obviously the longterm goals and objectives of this talent and finding the right brands because there’s so many different brands and it could be a startup brand in their town that they grew up that would love to partner with the talent and build from there. So there’s a lot of different scenarios and it’s very specific to the individual.
Stacy Jones (21:57):
And I think that if a lot of athletes actually had the tools, and this applies to celebrities also and large influencers, to understand what it takes to be an owner of a brand, to actually understand what powers, what matters, what makes an impact, it would open the door to actually more brand collaborations because you start having the mind of a marketer instead of just having the mind of, “Oh, I’m throwing this up and my followers will see it and they’ll purchase and hey, yay, me.” So that I think is the key of what’s going to differentiate for any type of celebrity in the oncoming years is more celebrities want their own makeup lines or they want their own clothing lines or whatever it may be.
Brittany Gilman (22:46):
It’s very easy to say, “I want a clothing line.” Like, yeah, totally. I totally want a clothing line. But the difficulty, I think, lies in the fact that the talent has most likely never experienced that. So it’s really just a result of lack of experience, not understanding, first and foremost, what goes into launching your brand because it’s a tremendous amount of work, with so many different areas and components and things that you have to do. And how could the talent know? They’ve never been through it. So I think it’s oftentimes being realistic and looking at the talent and being like, “Well, if you’re going to launch a company, what do you want your role to be? And if you don’t want to do anything, then you need to hire a team of people that are going to do everything for you. And you need to invest in that if you truly want this to be successful. Now, if you want to be hand-in-hand and you want to take part in it, then you have to be willing to put in the work, and being realistic about your expectations.”
And that all just comes down to educating them. And as they go through the actual experiences they’re going to learn and they’re going to start to understand, “Wow, I had no idea that this went into this.” Because a lot of athletes are enabled. Their whole lives they’ve been handed things. They don’t necessarily see the work that goes into creating an opportunity. They just get, “Hey, here’s this opportunity. Do you want to do it? Do you not want to do it?” And as a person that creates those opportunities for athletes, and sometimes you put in months of work to bring something to the table and then it’s a quick yes or no, and oftentimes it’s a no, it’s kind of like-
Stacy Jones (24:21):
Brittany Gilman (24:25):
“This is a really good opportunity. Just trust me.” And, again, depends on the individual. Sometimes there’ll be like, “All right, cool. I’ll do it.” And other times they’re like, “No, I’m good.” And then you just think about, “Wow, okay. Well onto the next.”
Stacy Jones (24:38):
Brittany Gilman (24:39):
It’s what you got to deal with working with talent.
Stacy Jones (24:42):
Yeah. It was very much the same for us, whether it’s talent or whether it’s TV shows and film partnerships, we build these things and we present them either to the brand or the entertainment partner and we’re like, “We think it’s so wonderful and we can see it so, like how it’s all going to spin, and how it’s going to work.” And then, inevitably like one or the other party is just like, “I don’t know. I’m not feeling it. I don’t really see it.” And you’re like, “But it’s a win. It’s a partnership.”
Brittany Gilman (24:42):
Stacy Jones (25:09):
And it’s hard to convince people always of that.
Brittany Gilman (25:12):
I know. Preaching to the choir.
Stacy Jones (25:16):
Yeah. What are some of the brand partnership deals that you’ve seen with athletes that you think are just like fantastically well done?
Brittany Gilman (25:24):
I mean, if you think of any of the huge brands like Jordan Brand and, what was the one recent one, I’m trying to remember, was a car. It was like either and I just saw this happen and I was so impressed because it was an athlete that has a show on TV on I think it’s Fox, Sam Acho, Ocho, excuse me if I’m not saying his name incorrectly, or I’m not saying his name correctly, I do apologize, Sam, Sam Acho, Sam Ocho. And I think it was a Mitsubishi commercial or something. And I was just blown away, like, “What? How did he manage that?” Because it’s just so impressive because when you watch the commercial, you’re like, “Oh my gosh, this is so authentic. This is phenomenal.” And his show is Say Anything, or that’s kind of the context of the show, and he talks about a lot of topics that are controversial and realistic and it’s a very impressive show.
And if you think about the approach that the car company wanted to have, in that, “Okay, we take this guy who has this show that he’s like, ‘Say anything and talk about whatever you want and just be you and don’t be afraid to discuss things that are confrontational.'” And then you take the company and the car and it’s like, wow. It really makes sense that they partnered with him because that’s the image that he portrays and that’s the exact thing that the company’s trying to achieve.
So that I thought was really interesting. And then, I mean, of course, when you look at these authentic relationships with companies and Capital One, and a lot of athletes they use and the Peyton Manning commercials that are so funny, I just think they’re so well done. I’m a huge humor person. So any commercial that can make you laugh is really amazing. But, yeah, I think it’s really interesting to see how these athletes have really capitalized on that and it doesn’t happen often at all.
And then another one is Marshawn Lynch and Skittles. That was brilliant, because first off, it was authentic, because Marshawn Lynch, he’d have Skittles at the game, every single game.
Stacy Jones (27:41):
Brittany Gilman (27:42):
And he’s such a character, and Skittles, their commercials are really like, they don’t even make sense half the time, a unicorn is pooing out rainbows and stuff. It’s like, “What?” So that I think is a phenomenal match is the Skittles and the Marshawn Lynch thing. And he also did a Subway commercial too, which I’m just like, “Oh my God, hats off to Marshawn.” Because of all NFL athletes he’s really taken advantage in capitalizing on his brand, for sure.
Stacy Jones (28:11):
Yeah. He’s dialed in on how to be brand friendly, to family brands as well. Brands who like a very wholesome in a lot of their endeavors, what they do.
Brittany Gilman (28:21):
Yes, exactly. Exactly.
Stacy Jones (28:24):
And then when a brand, I’m just going back and forth between the two, but so are there any celebrities who have developed their own brands that you think are just off the charts, like phenomenal?
Brittany Gilman (28:37):
Stacy Jones (28:38):
Like the Jordan before.
Brittany Gilman (28:38):
Yeah. Nicole Murphy, who, this is biased, because she’s a great friend of mine. She has YFOY, which is facial products, hyaluronic acid, vitamins, and all types of serums and things like that. And I think she’s done such a great job because, first and foremost, she believes in the products. She put a ton of time and energy into developing the products, making sure they’re all organic, no animal cruelty, and she uses them every single day. She always teaches how to use them, she’s educational in her videos. And I just think it’s phenomenal, and it’s a couple of years old, so it’s still fairly new. And I just think she’s done such a tremendous job and I think it’s a great example of taking something that you’re very passionate about, wellness and skincare and developing a product that you believe in, that you can put out to the public and easily say, “Okay, I use this every day and I love this and it works.” And so she’s just a great example of someone who’s done a phenomenal job and is doing a job at launching and building her brand.
Stacy Jones (29:44):
Yeah. I would say athletes have like something a little extra special than most entrepreneurs come to the plate because they already have some brand recognition and they also already know how to train and how to push themselves, which if you’re going to be a business owner, you absolutely have to have that capability of not facing an obstacle and just giving up in defeat.
Brittany Gilman (30:09):
Exactly. You really have that, it’s kind of integrated into athletes, is working through challenges and dedication and you have to learn how to lose and you move forward after you lose and sometimes losing and being faced with challenges makes you better. So I agree with you. I think that athletes have kind of built into them this consistent drive to achieve. And you can’t give up, especially as a athlete, it’s so competitive and there’s injuries and there’s all these different things that happen and yet you still have to go to practice and you still have to work through it. So I think it is very beneficial having that mindset in business, in any type of business, beyond sports.
Stacy Jones (30:49):
So how can our listeners learn more about you, if they want to know, “What is BG Sports?” Or, “I would like to reach out to Brittany?” How would they do that?
Brittany Gilman (30:58):
The best way is probably either our website, which is bgseinc.com or social media is always a great way to keep up with what I’m doing. So my personal account, it’s kind of a mix of personal and also business as well, so you’ll get kind of across the board, but social media is @bgsport. And then the company is @bgsportsentinc, E-N-T-I-N-C. And then those social URLs are across all platforms. So Twitter, TikTok. Snapchat is not, Snapchat’s different. That’s where I’ll post something super silly and ridiculous, so I don’t really put my Snapchat out there publicly.
Stacy Jones (31:41):
That’s okay. You have to have some personal life out there.
Brittany Gilman (31:44):
Stacy Jones (31:47):
And then, I’m going throw this out to you, what do you think about what Victoria Secret is doing? They’ve just had Megan Rapinoe added on, they have the Chinese freestyler feeler, skier, I can’t even talk, skier, Eileen Gu, who was just added in, who are now their Victoria’s Secret angels instead of supermodels. How do you think that’s changing the game?
Brittany Gilman (32:09):
I think it’s absolutely incredible, because it’s real. And it’s now going to show all their customers around the world people that they’re kind of stepping away, obviously traditionally that’s what Victoria Secret has been known for. And I think it’s always important to respect tradition, but I also think it’s important to look at the realities of people. And humans are not perfect. You look at these angels and they’re perfect. And it’s something that very few people can actually aspire to. Most of us are not going to look a Victoria Secret model. So I think by bringing-
Stacy Jones (32:42):
Athletes might be the ones that are closest with a little less curve.
Brittany Gilman (32:44):
Right, exactly. Yeah. So I think it’s incredible. And especially in today’s worlds and what we’ve been through in the past few years, it’s kind of like if you take a deep breath and it makes my heart happy, it’s being like, “Wow, this is amazing.” Let’s be realistic and let’s accept people for who they are and obviously you’re always going to have these standards of beauty and youth that it’s going to be hard to get rid of those because it’s engraved into our culture and most cultures, but I think this is an incredible step and it’s really exciting that they’re doing that. So just makes me smile thinking about it.
Stacy Jones (33:25):
And besides making you smile, with that, what else makes you smile? Are there any last words or parting advice to brand managers who might be listening, who are like, “I should consider working with athletes. I should not just look at a TV actor or a film star.” What would you tell them?
Brittany Gilman (33:44):
I would say that the cool thing about athletes is that there’s such a wide variety of personalities and type of sports, and to think a little beyond just traditional sports, such as NFL or NBA or MLB, but that there’s so many different athletes out there and that it’s being creative and, again, finding the talent that matches exactly what you’re looking for and putting in the time and the diligence, but athletes are phenomenal to work with, and there’s a athlete for every single budget and there’s athletes that’ll do product only deals. So I think that just understanding that and not being so intimidated by the traditional space where you think, “Oh, I don’t have hundreds of thousands of dollars to give this athlete.” But understanding that there are platforms such as the one that we’ve launched that basically can match you to the type of talent you’re looking for, for any budget. And that’s something that is, I think it’s something that people are going to start to realize and be a little more open to is that think outside the box and try not to just limit yourself from what you know, and be open to different opportunities and different ways to accomplish a goal.
Stacy Jones (34:53):
Perfect. Well, Brittany, thank you so much for joining us today. Really appreciate you shedding some light on an area that most brands don’t focus enough on. I mean, we know the Wheaties box. We always know that’s going to have some massive A-lister athlete on it, and we know we see the car campaigns and we see big, big recognizable names across television commercials, but there are thousands of athletes who are out there who were the top of their careers, they’re coming down from the top of their careers, they’re still the top of their careers for them, that offer some really good brand partnerships.
Brittany Gilman (35:29):
Right. Correct. I’m with you 100%. And this is awesome. Thank you so much for having me. It’s been a pleasure.
Stacy Jones (35:36):
Of course. And then to all of our listeners, thank you for tuning into another episode of Marketing Mistakes And How To Avoid Them. I look forward to chatting with you next week and until then have a great one.
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