In this episode, Stacy sits down with Mariya Palangian, who is the CEO and founder of GlobFly, a company that specializes in targeted city takeovers, and Roma Leaf, a health and wellness brand that focuses on the benefits of CBD.
Mariya shares with Stacy her experience in city takeovers and discusses how keeping it local has helped her health and wellness brand grow. She tells brand owners that in order to successfully accomplish a city takeover, it’s important for them to focus on the needs of the community, and partner with its influential people.
Hollywood Branded Refresher Episodes
Check out some of the past episodes we’ve covered on this topic:
- EP 247: Obtaining Corporate Credit to Grow Your Business with Andrew Rey | Flow Business Funding
- EP 222: How Marketers Can Use Software Automation with Will Christensen | DataAutomation
- EP 219: How Your Mindset Drives Success with Kim Ades | Frame of Mind Coaching
Hollywood Branded Content Marketing Case Studies
The following content marketing case studies below provide even more insights.
- The Multi-Tasking Media Consuming Millennial
- Millennials Are Multi-tasking And Constantly Consuming Media
- The Multifaceted Branding Power of the Music Industry
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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 first 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 1 (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, and want to give a very warm welcome to Mariya Palanjain. Mariya is the founder and CEO of Globafly, a marketing agency, which specializes in targeted city takeovers while incorporating key regional and national influencers. Globafly has expanded its portfolio, grown 300% year over year by being globally minded and locally connected. Mariya is also currently at the helm of Roma Leaf, as health and wellness CBD company, which has been featured in publications like GQ, Vogue, and Vanity Fair for their focused on bringing relief to people’s routines.
She’s also a mentor and she motivates others to start their own entrepreneurial journey. Today Mariya is going to be sharing her advice on navigating localized influencer marketing. We’ll learn what works from her perspective, what should be avoided and how some businesses just miss the mark. Mariya welcome, so happy to have you here today.
Mariya Palanjain (01:31):
Thanks so much, Stacy. It’s a pleasure to be on your show.
Stacy Jones (01:34):
Of course. Well, I’d love to start off by having our listeners learn a little bit more about how you got where you are here today. You are not only the CEO of an influencer agency, but also a CBD brand. And you had other brands in your past history as well. What was your journey like to get here?
Mariya Palanjain (01:53):
Wow, I think that’s one of the best questions to ask for any entrepreneur, but I would say my journey has constantly been solving my own problems. Every company that I had started, it was always due to a problem. Even my marketing agency at the time I was working for HelloSociety, which was an agency owned by New York Times. And when we were executing a campaign one of the clients, I asked how they could track their campaign, their influencer marketing campaign, and the city takeover idea came to mind where I was like, “Wait, if we can’t track a campaign on a national level, maybe we can do it at a local level and be able to look at the baseline lift of that campaign and be able to give some data to the client then.” So the idea really came out of a problem that a client had and approached us.
And then when I resigned from New York Times, I told them, I said, I’m going to open up my own agency and do city takeover marketing. And they became my first client, I became a vendor for them and it was the best transition. So I would say mostly starting that journey of solving problems constantly. And then even with Rama Leaf, it was a problem that I had to solve for my own. I wanted to use CBD for my migraines and did not want THC in my product. And to ensure that I went out and started researching, finding the best of everything and put it all together. So yeah, that’s how the journey sort of the last two companies evolved.
Stacy Jones (03:32):
That’s awesome. So I know our listeners just heard you say a city takeover and they heard me say that, what does that mean, what does a city take over influencer marketing [inaudible 00:03:42]?
Mariya Palanjain (03:44):
It’s very community driven. The concept is that when you are preparing a marketing campaign, you want to understand that city. You want to understand what the community is like, what the community is interested in. And you use the influencers in that city to communicate the message, your brand messaging to their community. Because I’ve found that a lot of that, and I’ve worked with, I still do with Fortune 500 companies where they have their marketing campaigns and they assume that the messaging could work in every city in every community, but it doesn’t work like that. People are tired of advertisements. They’re just exhausted of being bombarded with everything. And now with blockers and everything, they’re not reacting to it. So the only way you can do that is by using influential people, whether they’re online or offline, you use the influential people will not use, I’m sorry, partner with influence [crosstalk 00:04:46].
Stacy Jones (04:45):
Yeah. You’re working alongside.
Mariya Palanjain (04:48):
And you let them try the product. And if they like it, you sponsor them and have them talk about your product and shine, a light on your brand. And we like doing it one city at a time because we feel like when you’re focusing on a specific city and you’re able to use influencers on multiple channels, like radio, podcast, YouTube, Instagram, whatever it is, you have them create the content and then you amplify it through paid media. For example, if we partner Mercedes with ESPN and George Sodano, who’s a radio host does a life integrate, just does a live endorsement about Mercedes we’ll take that live recording and run it as a radio ad. So we don’t believe in prerecorded canned ads, but we love influential people to talk about the product. And then we’ll take that either audio spot or the video or static image, and then amplify it and promote it so that more people in that community are being reached.
And so that’s the concept. And then the other reason why we do it one city at a time is we like to test the model and see which platforms work for the product or the brand. And then scale that to other cities and go beyond, instead of going national and wasting so much money and not knowing what worked, what didn’t.
Stacy Jones (06:20):
And so when most people hear influencer marketing, I think their instant thoughts are “Okay, she’s talking about Instagram, Facebook, nowadays, TikTok, but you’re not. You’re actually talking about utilizing influential individuals in local communities who have a big voice, even though the community might be a smaller microcosm overall, where they are talking about the brand, partnering with the brand, showing up at events for the brand, talking to the radio about the brand. And you are literally creating them as a spokesperson and then repurposing their content in other ways.
Mariya Palanjain (06:55):
Correct. And a great example that I can give comfortably is Roman Leaf my other brand, where we opened our first flagship store in Studio City. And we wanted to take do a Studio City takeover. And my team’s initial ideas were “Let’s do influencers, let’s do billboards, let’s do radio. Let’s do all these fun things that we usually do for our clients.” And I said, “Nope, nope, nope, nope, nope, we need to go into the community and understand what the people in that community need and then go from there.” And I honestly personally spend about two weeks on and off going into our retail store and talking to our clients, talking to our customers to understand what their pain points were. And almost 90% of them said anxiety. And so then we created this serious of wellness workshops that we’re going to be running every first Thursday of the month.
And we looked around and said, “All right, so who are the experts in anxiety, doctors, physicians, whoever within that area that community that we can bring on board and have them talk about anxiety, tell us why are we so anxious? I obviously COVID caused it, but why, and how can we deal with it?” And so then we put this event together, that’s actually happening this coming Thursday. And so the point is that instead of spending our dollars in and investing in billboards and other things, we decided to give back to the community by helping them, first of all, letting them know they’re not alone going through this. Second of all, we invested money in many products, many CBD products that we’re going to be giving away as gifts. And so that’s the approach we decided to take with our brands.
So it’s important to understand the community and their needs, and then create your campaign around it. And instead of spending thousands of dollars on Google Ads, we decided to spend those thousands on creating products and giving it away and hopefully help people with anxiety. That’s just one example.
Stacy Jones (09:06):
Yeah. And at the same time, you’re working with key opinion leaders spokespeople, who are happy to be participating. I’m sure they’re being paid, but they’re happy to be participating-
Mariya Palanjain (09:17):
They’re actually not being paid-
Stacy Jones (09:17):
Mariya Palanjain (09:17):
… they’re not being.
Stacy Jones (09:18):
Okay so they’re are not growing their own brand, they are too.
Mariya Palanjain (09:21):
They’re not being paid. And they’re huge advocates. It’s a behavioral therapy company that is helping people with anxiety. And they’re not, they’ve done a lot of nonprofit work over the last year. And so it was amazing to find experts in the field that we actually didn’t have to pay. But yes, in most cases you do have to pay the experts to come in and do it. We just got lucky that they’re huge believers of our brand, and they decided to support and help with the anxiety portion of the wellness workshop.
Stacy Jones (09:58):
Well, it makes sense though, also because it’s a mutually beneficial partnership between you because they’re getting potentially introduced to future customers and clients who could come to them as well, or next step help if CBD is not enough to alleviate the true issues behind the anxiety that are being lost.
Mariya Palanjain (10:17):
Exactly. And I think a lot of the city takeovers, when we do this, even for our clients, we try to look at other strategic partners that could potentially benefit. For example we had a campaign and I can’t mention the brand, but we decided to partner that brand with restaurants. And the restaurants had flyers and coasters and all these things promoting that brand and the brand was donating money to the restaurant. It was such a cool mutual sort of a partnership that benefited both parties. So it’s always a mixture of things, but you have to be really thinking outside of the box. That’s ultimately the goal here and thinking about the community and what’s going to help them the most.
Stacy Jones (11:02):
Now are all brands under the sun eligible for localized community influencer month, what makes a brand a good fit?
Mariya Palanjain (11:13):
I think all brands can be a good fit for this model. It’s important to, especially, I think after COVID what we learned, at least what I learned personally and that goes back to our slogan globally minded, locally connected. You have to think big, but you have to be locally connected. And I think as a brand, if you’re not rooted locally in communities, then you’re just another big brand that nobody’s going to care about when there’s a lot of competition, so.
Stacy Jones (11:48):
And for your brand, with Rome Leaf, you decided to do your partnership in Los Angeles because you live in Los Angeles. So that makes sense. But for all brands who are out there, how do you choose which city you should actually be focusing a campaign on to start this out and to test because LA for example, is a really big market, there’s New York. And so I’m assuming that’s not always the best go-to in every case.
Mariya Palanjain (12:13):
Yes, that is correct. Then that’s such a good question. I love it, Stacy. So there’s a lot of research that goes behind the cities that we select. Generally, our clients will come with the list of the cities. We’ll ask them to provide the list of the cities that they’re doing really well. And then try to find a similar cities that have the similar demographics, psychographics, and so on. But a lot of times we find that the companies that are headquartered in a specific city, starting out with their home city is the best way a lot of times, because they’re giving back to the communities. A lot of companies, a lot of brands might donate to the schools to churches and so on. So they already have a presence there. So start out a model, it test out a different a model. And then once it works and you optimize it, then you scale it into other cities. But definitely a very thorough research analysis goes behind selecting the cities for us.
Stacy Jones (13:16):
And then also I’m sure listeners are wondering about budgets, right? So you can do a marketing campaign at any size, large scale, small sale. Is there a certain level that’s just too small for a brand even consider, or are there options for really everyone?
Mariya Palanjain (13:31):
I, God. You have the best questions. So before COVID, my answer would have been, you need to have at least 15,000 and more to do a proper city takeover, but after COVID, and having Roma Leaf and having to bootstrap our marketing, I came up with ways to do it on a very small budget. So I’m going to say, honestly, if you really want to do this, you can start really, really small, really small. And I would say anywhere from a couple of 1,000, to start with just do it on a smaller scale, and then scale it up as you go. But prior to COVID, I would say 15,000 minimum, if you want to do obviously local radio and podcasts and billboards and all of that, it can be in the thousands.
Stacy Jones (14:23):
That’s great. And then you and I were talking a little bit before the show started about the difficulties in showcasing, sometimes case studies, but because you have Roma Leaf, because you’ve done this yourself, you actually have some really great insights that you were very happy to share. I know. But also that really allow you to paint a picture to the potential clients, for them to understand the power of this, what are the type of metrics that you’re looking for and is it all just Google Analytics? Where else do you love?
Mariya Palanjain (14:57):
So we don’t just rely on Google Analytics. We are being a performance marketing agency, we’re heavily focusing on a direct response or a marketing campaign. So, yes, it’s influencer marketing in the sense where we let the influencer talk about a product authentically, right? We let them just be themselves. We don’t give them a script and say, “Read this,” but, but we do provide them a promo code. So the promo code is the trick. That’s where we track on our end. Google Analytics is great, but a lot of times promo codes, because we’re generally tracking sales, usually our KPIs are usually sales, customer acquisition. That’s usually the goal.
And when we share the promo code and share urgency, well, provide the information, the call to action, to our influencers, and they shared with their audiences, then we’re able to track it on our end, then be able to see it. But we also have surveys that help us do a proper attribution. Obviously we look at the baseline lift, we do surveys and then promo code. So it’s a triangulation. I wouldn’t say it’s one way to track attribution. It’s really a triangulation formula that we have to implement and understand what’s working and what’s not. And then we optimize from there and be able to filter and find the best influencers and partner with them on a longer term.
Stacy Jones (16:31):
That makes sense. And I would say that for so many brands, at least we’ll work with clients. A lot of times, it’s hard to figure out what’s breaking through and making sales happen on campaigns when you’re doing something national. And it’s cluttered with everything else that a brand might be doing, but when you’re bringing it down on a localized level, even if someone forgets to use the code, anything along those lines, you’re seeing the direct results of the addresses in the city, the state, zip codes of where impact is actually happening. So there’s really a lot of metrics that you can drill down into I’m assuming.
Mariya Palanjain (17:08):
Exactly. And that’s ultimately the goal, right? If we’re using, let’s say five different platforms to promote a campaign. And we want to know the top three at least so that we can optimize and then invest in those top three platforms in other cities. Ultimately, that’s the goal, because like you said, most companies on a national level, it’s really hard to know. It’s so hard to track and know a lot of times people don’t use promo codes, they forget, and then they forget why they heard about you. And they just put the first choice on the survey. So there’s always that too, where we have to always change the answers on the survey. So they don’t just go and select first top answer. But yeah, it’s an ongoing fun, I would say, challenge for marketers to continuously find where the customers come from and what works and what doesn’t. But I think doing the city takeovers on a localized level has really simplified things for us.
Stacy Jones (18:07):
What are some of the common mistakes that brands will come to you with that they’ve done in the past that you’re going to redirect them in a different way or some of the misconceptions that they may have as well about localized marketing?
Mariya Palanjain (18:20):
Yeah. I think not wanting to do promo codes has been one mistake where brands are like, “Hmm. Yeah. We don’t like that promo code idea. It’s too old fashioned or it’s cheesy, or,” yeah. But if they want us to tell, give them results and be able to give them a report and ROI, we have to. So that’s one thing or I would say when you’re starting out, you need to know what works. And at least in the beginning, you have to be open to having some method of tracking the ROI. The other mistake that I think a lot of brands tend to make is not investing enough, especially when we work with the larger brands, they want to test a platform like, for example, podcasts, if you want to test a podcast advertising, you should not be-
Stacy Jones (19:17):
One and done.
Mariya Palanjain (19:19):
… you should not be in it if your budget is 10K, you have to spend at least 15 to $20,000 so that you have a solid test that you’re testing different genres, different. You’re giving the platform a chance and you’re committing three to six months. So that’s another challenge where they’ll come to us. They want to try it, but then they don’t want to commit for six months and just give it a full try because nothing works from the beginning. Generally a few things will work and then we optimize and we cut and we tweak it. It’s just this ongoing thing that you have to perfect. And that’s the challenge that they just want the immediate results the first month. And it’s almost impossible to get
Stacy Jones (20:01):
Everyone does. I think that’s across most brands in general and clients that they just want the magic sauce and they want it to happen. And then if it doesn’t, they want to move on to something else versus digging in and seeing what was broken, what could be tweaked, what actually worked, how could you build on what was working? So there really is some science behind all this marketing stuff that we all do.
Mariya Palanjain (20:26):
Patience and consistency, those two things.
Stacy Jones (20:30):
And with promo codes, I’m one of those people that if I can find a promo code, if I’m going to go buy something, I’m online, I am looking for that code because I am convinced it’s out there. And I want that code before I purchased. And I have to really want it to buy. They don’t have the promo code and it’s psychological. So it’s not even that I’m getting five, 10, 15% off it’s I want to win because I found a code to use. And so I am one of those people that you can tell your clients, that promo codes are psychologically drivers of getting the sale to happen.
Mariya Palanjain (21:04):
There’s research behind it too. We provide them the research a lot of times to prove that to them and say, “Listen, it’s not a bad thing,” but most tech companies, startup tech companies, they just want to be so cool and all of that. And there’s like, no promo code. That’s so dinosaur, like, but it’s good to hear. I am too. I love promo codes.
Stacy Jones (21:27):
I’m buying flowers from my mother. I’m like, “Where is the code?” I love her. I need a code.
Mariya Palanjain (21:36):
Yes. Or I’ll just wait until there’s a sale to buy something like a holiday or something.
Stacy Jones (21:43):
Oh, look, my makeup brand has 20% off. I should go through and see what I have. So, yeah. What do I need? They do work. Are there any other mistakes that people typically make besides not honing in and giving a campaign long enough to actually succeed, to test and not using promo codes?
Mariya Palanjain (22:02):
Yeah. I think not having a proper customer service in place or being ready for the lift in sales that they might have, I think, and we’ve had this challenge before where we’ve taken on a client and we said, “Are you ready, can you fulfill the orders once they come through?” And they said, “Oh, yes, it’s not a problem.” And then a month, two months into it, they’re running out of inventory. And guess what I know most would say, “Oh, that’s such a wonderful problem to have, I’ll take it.” But I promise you, it is not a wonderful problem to have, because then we had to go as an agency, go back to the networks, cancel all of our media. And that really affected our relationship with the media. And that works with the host, with the influencers. It was just to create, it’s such a big mess, but we had to pause advertising because we could not fulfill the orders and we didn’t want customers to be unhappy.
So I would say, just be ready in every way before you get out there and spend money on advertising, make sure you’ve got your ducks in a row with production and inventory, whether it’s a product or a service, make sure you have the people to support you or the proper inventory to fulfill the orders. You you have to be smart about that and be able to estimate at least the best that you can.
Stacy Jones (23:26):
Are your clients do that? Do you have an idea when you go in to do an influencer campaign, this localized with these folks, people, do you have some guidance of saying, “We expect that this will potentially trigger this machine sales” or is it really just almost to figure out ahead of time?
Mariya Palanjain (23:47):
We are able to project some things, but sales are a bit hard to project because every company, every brand is different and every brand’s customer’s journey is different. So it’s really hard for us to do the prediction analysis, but at the moment, we’re easily able to predict the number of likes. We assume you’ll get, if you’re partnered with, let’s say social media influencers, we’re able to estimate based on case studies how many likes we project you’ll get, how many comments, how many this, and that’s easy to project, but sales are a bit tough to project. But once they become a client, then we do have a matted that we can do projections based on the media spend. And once we scale that spend what we estimate, but we need at least a baseline number to work off of that. We can’t just take on a new client and be able to estimate things. That’s a bit hard.
Stacy Jones (24:48):
It’s very hard to figure it out cost acquisitions without actually having done some marketing and testing, to see what those metrics roll out to look like.
Mariya Palanjain (24:58):
When it comes to cost the CPA, the cost per acquisition. It’s important for our customers to know that so that I would say that’s another mistake that they make. They don’t know what the cost per acquisition is. And as an agency, it’s not really our job to be able to tell them, they should know their margins and they should know how much they’re willing to spend to acquire that customer. So I would say any brand that’s out there that’s wanting to start marketing. They need to know how much are they willing? What is the max dollar amount that they’re willing to spend to acquire that customer?
And then you go to the agency and say, “This is my CPA. This is how much I’m willing to spend. I’m willing to spend, let’s say, $30 to acquire this customer.” Then we take that CPA. And we basically, when we do reporting, it’s based on that dollar amount where we’re able to say, okay, we acquired 300 customers for you. We generated this much in revenue or 100% over the goal or whatever. So that’s usually without the CPA, we’re not able to do the reporting properly. So thank you for bringing that up. That’s a good point.
Stacy Jones (26:10):
Of course. And now Globafly and Roma Leaf if I’m going to combine your two companies together now-
Mariya Palanjain (26:18):
I love it.
Stacy Jones (26:18):
… you now have Globafly and Roma Leaf-
Mariya Palanjain (26:21):
I live it.
Stacy Jones (26:22):
… with Roma Leaf, CBD, it’s a crowded market. And obviously in California, we’re like, woo, we are kind of [inaudible 00:26:32] we let all fly THC, no THC, CBD, but you have a very tough competition in this market. Specifically in the LA area in California, how are you helping your brand stand out? I know you’re doing localized marketing you and what you’re doing but, how do you approach that?
Mariya Palanjain (26:53):
Yeah, that’s such a good question. It is a very saturated market and I think one of the ways that I decided to approach it is to really be the face of the brand, be behind it, because I noticed a lot of the brands out there, you can’t find the thing about the owner and you don’t know who the founders are. And when I see that I’m a little hesitant to trust a brand.
Stacy Jones (27:20):
This is sketchy potentially category, a little bit.
Mariya Palanjain (27:23):
It is very sketchy. There are a lot of people that are in it to just make money and get out. And one of the reasons why I started the brand was because of that, because there a lot of these brands that are out there, they’re not even giving you what they’re promising you to give the packaging might say it’s 500 milligrams of CBD, but you take it to a lab and I’ve done this, I’ve taken a to a lab and I’ve tested it a competitor’s brand. And it had 100 milligrams of CBD and that’s not fair. It’s expensive, you’re paying a lot of money it’s wrong. And so that’s really our differentiator that we are promises that you’re going to get consistent potency in every bottle. And we batch tested. We do it, we run it through a third party lab test to ensure that, and I’m really behind the brand, standing behind it and saying, “Listen, I’m responsible if you’re not happy, come back to me. I’m here.” And that’s pretty much it.
And then we also took a different approach in terms of where we’re selling our products, where we started off with pharmacies and chiropractors. That’s how really the brand developed. And then we went online and recently just opened up the brick and mortar store. So we’re really huge on partnering with the medical industry so that people can trust us because there is a lot of stuff out there. And my challenge as a consumer, when I first started using CBD was precisely that, I didn’t know who to trust and who not to trust. This is stuff that I’m taking and I don’t want to put my body in jeopardy.
And so, I think those two differentiators were huge for me and marketing that is a bit challenging because there’s so much noise out there and it’s challenging, but I do believe that once we partner with the right influential people and we’re starting off with experts and doctors and the medic, but eventually we can start going a little bit further and partner with influential people on the radio and podcasts and the influencers. Right now we’re just dabbling into micro-influencers only, but eventually as the budget grows, we want to grow organically.
So we’re not really out there spending money like crazy, but we could if we want to, but that’s the goal to build that trust, to have expert testimonials, doctor and then go out there and promote it. But a lot of brands out there are doing it the opposite. They’re doing paid ads, this not, and it’s just like, I’m like, “Well, where’s your testimonial? Where are the experts? Where are your research and the case studies?” So hopefully all of that will filter out and the good ones that are out there trying to do good will stay.
Stacy Jones (30:15):
I think the problem with doing paid to advertising in the way that you just laid out is you’re not doing any content marketing, so you’re not able to actually get something that you’re then able to repurpose and use over and over. That has a life beyond the timeframe that you actually paid for the money. So while the money is there upfront, it’s not getting stretched out. Like it really could be and still be impactful over a longer time period.
Mariya Palanjain (30:42):
Yeah. That’s a really good point that speaking of that tail that you’re talking about, and that’s one of the, I’m just going to talk about podcasts really quickly podcast advertising, which is one of my favorite platforms to be on, because it has that tail. Once you partner with influencers, then you get the residual from it. But yeah, that was a little off topic, but wanted to bring that up.
Stacy Jones (31:09):
Yeah. It’s true. I mean, because it’s there, right? It’s the same thing with blogs. Anyone who’s even starting a blog, you sit there and you think about all the work that you have to do for your own company’s blog. And I know we do this. I mean, we have over 30,000 readers on our blog. We produce five blogs consistently week, after week, after week, after week, and been doing this since 2012, where we started off with one blog that I was writing and I’m like two blogs and then three blogs, and then huge. How do I get my team involved in this? I’m not just the only woman writing.
And it nets though. I mean, this is how we get our business, that our agency, this is why people call us for those traditional influencer marketing campaigns so we’re a little different than what you do. And the product placement are some of the endorsements, because we have so much content, thousands. Multiple 1,000 blogs out there and then podcasts. But even with this one where there’s over 250 series out there and the time investment or the money invested in it upfront to get it done because everyone’s time is money. That tail is what serves you. And it serves you in ways where your initial upfront investment, if you can just hang in long enough, all of these types of things will pay off in dividends to you over a longer timeframe.
Mariya Palanjain (32:25):
And actually that reminds me of our third way that we decided to differentiate Raul Molly from other brands is by spending time to educate and this wellness workshop, for example, this is going to be a serious of monthly I guess workshop events where we’re literally spending time our own time to give back and educate people. And we’re not going to generate any revenue. Obviously it’s a free event. And if anything, we’re giving out free products, but to your point, you’re investing in the beginning, but then you’ll slowly get the residual. So hopefully we’ll position ourselves as the experts in the industry, by educating people and bringing in the experts to talk about it as well, and stand out as a brand. Otherwise it’s just at the… if we don’t do that, then it’s really, who has the most money? Who can spend more? Who can overbid? It’s just the [crosstalk 00:33:19].
Stacy Jones (33:20):
… pay more.
Mariya Palanjain (33:21):
Oh, absolutely. Absolutely.
Stacy Jones (33:23):
But even I’m hoping that this event, I’m sure you are, because you repurpose content like a queen. You’re going to be taking social content away from it. You’re going to be videotaping it. You can turn anything that someone says into transcripts, into ebooks, into pamphlets and booklets and educational material. And you can just keep on going and you have all your images that you can use for future marketing campaigns, just from these one single standalone events. They can turn into this content factory.
Mariya Palanjain (33:53):
I love it. And I think wouldn’t you say that’s where brands should start focusing on more than anything else?
Stacy Jones (34:01):
Mariya Palanjain (34:01):
Stacy Jones (34:01):
I’m all about like content creating content for your brand and it out there.
Mariya Palanjain (34:05):
That’s it. Right now if they’re focusing on Instagram ads, usually, for me, it’s like, well, what’s so different about you before you start promoting it on Instagram, tell me why they should pay attention to you. And so to your point, come up with the information and then create it, and then amplify it in so many different ways and serve it to people in different ways and see where it takes you. I love it.
Stacy Jones (34:33):
Keep on slicing and icing.
Mariya Palanjain (34:35):
What would that be called? What kind of marketing would you call that?
Stacy Jones (34:37):
It’s content marketing and it’s inbound marketing, right? So it’s creating your own platform. And even with that, you can be leveraging third-party. It’s like you’re doing your doctors, right?
Mariya Palanjain (34:37):
Stacy Jones (34:47):
And your experts and your key opinion leaders that you can. And the niceness is if you do that and you create all this extra content or these ebook takeaways, or these video little content snippets from them, and you then give it back to them to share with their people and they’re taking your brand because your brand is all over that content and they’re sharing it with theirs and your brand just keeps on building out through all of the influences that you’re working with. And it’s just, it’s a lovely world to be in.
Mariya Palanjain (35:15):
Stacy Jones (35:17):
That’s the goal.
Mariya Palanjain (35:18):
Yeah. That should be the goal.
Stacy Jones (35:18):
But you definitely need to have something to build around because I think a lot of brands are sitting here kind of spinning going. I don’t even know where to start. And so what you’re offering with localized marketing and creating this footprint, that’s small, that can be tested and that can grow into something very, very big. Even national is a really good place to start for those brands. Don’t know how to do it alone.
Mariya Palanjain (35:39):
Yeah. And I think it takes you back to the core values and the mission and the vision. When the customers come to us, clients actually for Globafly come to us and they want us to do something. If they don’t have a unique value proposition, it’s so hard for us to build upon that. We push them back and say, “Go back to your board and just figure things out and come back to us-”
Stacy Jones (36:08):
Why, what’s your why?
Mariya Palanjain (36:08):
… “what’s your why?” We’re not going to have the influencers create content around your brand when you don’t even know why you’re special. So speaking, and that’s been our biggest challenge with a lot of brands nowadays where they’re just so lost. And then at the end we’re like, “Well, we don’t want to waste your money. If you’re not ready, if you don’t have your why and a really strong vision and mission, how can we push you forward? That’s not our job.” And so I highly recommend that that’s another mistake that they make. They don’t really focus on, or they might have a few different ones. And then it’s very confusing then the messaging is all over the place.
We need one messaging so that everywhere, because the goal is to get people, to hear you, to see you, to feel you, we want you to be everywhere, right? And that one city and be so big and visible and look so grant, but the messaging has to be the same just slightly may be molded for each platform. That’s it.
Stacy Jones (37:20):
So Mariya, all of our listeners, how can they learn more about you? How can they find you if they want to give you a call or send you an email? What’s the steps.
Mariya Palanjain (37:30):
We simplified it. Even though I have two companies, Globafly Roma Leaf, we just launched Mariya.com, which is my umbrella brand where people can go find my two companies, if they need marketing agency service, Globafly will be under that brand and that as well as Rama Leaf, but under Mariya with a Y website, we are planning to share resources, webinars any information that we are gathering from my current company, Rama Leaf, we’re putting it together, whether it’s short 20 minute tutorials that we think could help them. We’re putting it out on that website for people to use as a resource. I’m a huge advocate for smaller businesses and startups. So it’s my way to give back to the community.
Stacy Jones (38:21):
Mariya Palanjain (38:22):
Stacy Jones (38:25):
Any last words of pouring advice for our listeners today?
Mariya Palanjain (38:28):
Yes. I would say really try to help people. When you try to help people, I think you can come up with really creative ways to promote and market your brand. Just try to solve a problem. That’s it. It’s that simple. Don’t over complicate it. Don’t get too overwhelmed analyzing the competition. Obviously it’s important to do a competitive analysis, but don’t try to copy others. Just sit down and think if you had that problem, how would you like another company to solve your own problem? Switch places just do different exercises to figure out how to solve a problem. And then once you figure that out, then you think of all the different channels you could use or the people or the experts or the influencers to voice that and share that this is how you’re solving that problem.
Stacy Jones (39:22):
Well, Mariya, thank you so much for your time and your insights. And I love learning more about localized marketing in a different angle than what I’ve experienced myself. So again, really appreciate your time and your educational slant that you gave us today.
Mariya Palanjain (39:37):
Thank you. Thank you so much, Stacy. And I love the work that you do. Thank you for being such an inspiration to all of us marketers out there.
Stacy Jones (39:45):
I can appreciate that very much. And to our listeners, I want to wish you a very good day and thank you for tuning in to Marketing Mistakes (And How To Avoid Them). And as always, you can get more learning material and information at learn.hollywoodbranded.com. We have lots of free classes and full on courses that you can dive into. So I will chat with you this next week. Have a great day.
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