GRIN Gets Real

On this aftershow episode, host Katya Allison is joined by Rachel Davidson, Sarah Crow, Caroline Stern, Rebecca Beach and Kristen Gioscia, Influencer Marketing Strategists at GRIN.Looking back at 2022, and ahead to 2023, the GRIN team has several insights into the future of influencer marketing:- The uncertainty of TikTok's future has put a spotlight on how some brands have invested too heavily in a single platform without diversifying their online presence.- Economic shifts will likely lead to a rise in affiliate marketing campaigns as brands reevaluate their marketing budget.- Historic metrics aren't as authoritative as they used to be and sentiment analysis is becoming a more useful data set.- Product seeding will find greater future success through authentic reviews, not just exposure from large-scale influencers.These words of marketing wisdom prepare brands and influencers to launch into 2023 with a strategy for success.- GRIN- Katya AllisonIf you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.#Content #PR #Affiliatemarketing #Influencermarketing #Creatormanagement

On today's episode, host Katya Allison is joined by Jamie Beckland, Co-Founder and President at Contxt, to hear how marketers should approach issues of data privacy and security.With privacy being such an important topic in today's digital environment, marketers should take note of several important points:Marketing is about building a relationship, and proper data etiquette can build strong relationships with brands and customers.Customer data is like a conversation and data harvesters should never ask for too much information at the beginning of that conversation.Privacy regulations differ from country to country and, in the case of the US, from state to state.Regulation is constantly changing, so marketers should pay careful attention to the relevant legislation surrounding data acquisition and use.Good marketing depends on good data but harvesting and using that data is a delicate dance of building customer trust. Gather information without souring customer relationships.Jamie Beckland | Twitter - https://twitter.com/beckland?lang=enContxt | Website - https://www.bycontxt.com/Contxt - Twitter - https://twitter.com/bycontxtKatya Allison | LinkedIn - https://www.linkedin.com/in/katyaallison/GRIN | LinkedIn - https://www.linkedin.com/company/grin-inc-/If you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.#content #PR #Affiliatemarketing #influencermarketing #creatormanagement

On today's episode, host Katya Allison is joined by David Allison, Founder of Valuegraphics, to learn about a more effective way to create a targeted marketing strategic plan.The concept of valuegraphics offers marketers some new perspectives on market segmentation:Individual values inform purchasing decisions more than traditional demographics like age or gender.Values may seem abstract but can be quantified and analyzed just like any other data point.Understanding personal values can build customer personas that are less clichéd; therefore, more effective.Because values inform action, building valuegraphic profiles can help marketers better predict potential customer behavior.Despite their value, valuegraphics should be viewed as a starting point for market research and planning, not a silver bullet solution.For David, understanding who a person is starts with understanding their values, and that knowledge helps drive marketing strategy.David Allison | Twitter - https://twitter.com/DavidAllisonIncValuegraphics | Website - https://valuegraphics.com/Valuegraphics | Twitter - https://twitter.com/valuegraphics_?lang=enWe Are All the Same Age Now | https://valuegraphics.com/booksKatya Allison | LinkedIn - https://www.linkedin.com/in/katyaallison/GRIN | LinkedIn - https://www.linkedin.com/company/grin-inc-/If you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.#content #PR #Affiliatemarketing #influencermarketing #creatormanagement

On today's episode, host Katya Allison is joined by Mark Pollard, Host and CEO at Sweathead and Author of “Strategy is Your Words”, for a discussion about creativity in the marketing space.Sometimes, marketers can get bogged down by data and it causes brands to lose the human spark that made them compelling. Mark offers a few words of wisdom to combat this:- Clarify common department language and create definitions that everyone can clearly understand.- Learn to view ideas as combinations of thoughts that are specific and novel.- Rework the way creative briefs are formulated. Simple, creative and interesting briefs produce better content than long, data-centric briefs.- Use data but don't let your team be chained down by it. Once data starts squelching creativity then it's no longer helpful.Mark's approach to marketing hopes to reinvigorate the creativity and empathy that he believes many businesses are lacking.Mark Pollard | Twitter - https://twitter.com/markpollardSweathead | Website - https://sweathead.com/Sweathead | Twitter- https://twitter.com/SweatheadStrategy is Your Words | https://sweathead.com/products/strategy-is-your-words/Katya Allison | LinkedIn - https://www.linkedin.com/in/katyaallison/GRIN | LinkedIn - https://www.linkedin.com/company/grin-inc-/If you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.#content #PR #Affiliate #marketing #influencermarketing #creatormanagement

On today's episode, host Katya Allison welcomes Jon Mowat, MD, Marketing Consultant and Author at Hurricane.For Jon, leveraging video effectively means keeping a few things in mind:- Tailor different types of video to target different parts of the marketing funnel.- Use video to create an emotional response that can then drive customer action.- Use other marketing channels to provide product information and features. Video is meant to provoke emotional decision-making.- Embedded YouTube links drive traffic away from your site, so host native videos using another platform.- Fill marketing videos with genuinely useful and compelling information to keep the audience engaged.- Research and planning have to precede video production to effectively target a specific market segment.As Jon sees it, video is one of the most valuable assets marketers have. Using it well can be transformational for a brand's approach to storytelling.Use the code VIDEOMK20 for 20% off Jon's book, “Video Marketing.”Jon Mowat | Twitter - https://twitter.com/jon_hurricane?lang=enHurricane | https://www.hurricanemedia.co.uk/Hurricane | Twitter - https://mobile.twitter.com/hurricanemediaKatya Allison | LinkedIn - https://www.linkedin.com/in/katyaallison/GRIN | LinkedIn - https://www.linkedin.com/company/grin-inc-/If you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.#content #PR #Affiliatemarketing #influencermarketing #creatormanagement

On today's episode, host Katya Allison is joined by Margherita Maspero, Head of Brand and Communications at Know Your Customer.Margherita is an exceptional B2B marketer, working to provide businesses with the technology needed to meet their industry regulations. For marketers in similar positions, she offers some words of advice:- Finding a voice and marketing niche is just as important for B2B marketing as it is for B2C marketing.- B2B marketing revolves more around logical reasoning than emotional decision-making.- There's still room for differentiation in B2B marketing, even if there's a limited number of sales arguments to be made.- Data has to be the primary driver in deciding when to let go of a particular marketing campaign.- Patience is essential. Don't let a campaign go too early just because it doesn't see immediate success.Margherita's advice can help B2B marketers refine marketing efforts to find greater success.Margherita Maspero | Twitter - https://twitter.com/maggiemasperoKnow Your Customer - https://knowyourcustomer.com/Know Your Customer | Twitter - https://twitter.com/KYC_ltdKatya Allison | LinkedIn - https://www.linkedin.com/in/katyaallison/GRIN | LinkedIn - https://www.linkedin.com/company/grin-inc-/#Content #influencermarketing #ecommerce #creatormanagement

On today's episode, host Katya Allison is joined by two members of Historic Agency: Mark Miller, Co-Founder and President, and Ted Vaughn, Partner - Brand, Culture and Strategy.Mark and Ted literally wrote the book on company culture and, in their conversation, they share a few key insights into building a brand's cultural identity:- Culture has to have concrete mechanics attached to it; it can't be abstract.- Brand alignment can be more important than a traditional “healthy” culture.- Don't sacrifice good culture for the sake of keeping one high-performing employee.- A successful cultural framework can turn your employees into brand ambassadors.- Employees should have the same experience with a brand's identity and culture as customers.Company culture is intrinsically connected to brand identity and should be a part of all marketing conversations within an organization.- Mark Miller - Instagram - https://www.instagram.com/markdotdo/?hl=en- Ted Vaughn - Instagram - https://www.instagram.com/tedvaughn/?hl=en- Historic Agency - https://historicagency.com/- Historic Agency - Instagram - https://www.instagram.com/historicagency/- Culture Built My Brand - https://www.culturebuiltmybrand.com/- Katya Allison - https://www.linkedin.com/in/katyaallison/- GRIN - LinkedIn - https://www.linkedin.com/company/grin-inc-/#Content #influencermarketing #ecommerce #creatormanagementIf you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.

In today's conversation, host Katya Allison is joined by Rob Walch, VP of Podcaster Relations at Libsyn, to hear Rob's strategies for marketers trying to partner with podcast producers.To Rob, it's important to keep a few things in mind when approaching podcast audiences:- Podcasts are more like magazines than radio shows; they have very niche audiences.- Keyword SEO is limited to podcast titles and has no effect when used in show descriptions.- Advertisers should consider the differences between show sponsorship and one-off advertisements.- Marketing efforts often have a better ROI when directed towards smaller shows with committed niche audiences than shows with mass appeal.- Video often doesn't indicate a growing podcast audience.- Marketers should take the time to actually listen to the shows they intend to partner with.- Podcasts and brands should have a compatible ethos when undertaking a campaign together.Rob's advice is crucial for marketers seeking to capitalize on a unique advertising medium.- Libsyn - https://libsyn.com/- Libsyn - Instagram - https://www.instagram.com/libsyn/?hl=en- Katya Allison - https://www.linkedin.com/in/katyaallison/- GRIN - LinkedIn - https://www.linkedin.com/company/grin-inc-/#Content #influencermarketing #ecommerce #creatormanagementIf you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.

On today's aftershow, host Katya Allison hears from Audrey Van Vark, Senior Influencer Manager at Mari + Gold, about how she manages relationships with influencers of varying sizes.In managing influencer relationships, Audrey offers several words of wisdom:- A small community of dedicated micro-influencers is better than a macro-influencer who has a weak brand relationship.- Strong influencer relationships will create a better long-term ROI than paid partnerships.- Organic posts often create more loyal and committed customers than paid campaigns.- Paid content should be the final nail that closes the deal on customers who were attracted through organic content.- No one influencer can be all things to all people. They will each have strengths and weaknesses.- Even the most talented social media manager needs a team behind them to perform effectively.As Audrey explains in this interview, healthy relationships are the bedrock of any successful influencer marketing campaign.Audrey Van Vark - https://twitter.com/audrey_vvMari + Gold - https://mariandgold.com/Mari + Gold - https://www.instagram.com/mariandgoldagency/Katya Allison - https://www.linkedin.com/in/katyaallison/GRIN - LinkedIn - https://www.linkedin.com/company/grin-inc-/#Content #influencermarketing #ecommerce #creatormanagementIf you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.

In today's conversation, host Katya Allison is joined by Mark Whitman, Founder and CEO of Contentellect, for a conversation about making effective use of SEO practices.To leverage SEO to its maximum potential, Mark offers a few pieces of advice:- Three SEO principles must be utilized together for best results: keyword clustering, bulk content creation and interlinking.- Keyword clustering involves utilizing an appropriate number of key terms related to your niche in high density.- Bulk content creation means using important keywords on a high volume of blogs, landing pages and product descriptions.- Interlinking is the organization of keywords and links within a website to create a matrix of connectivity that keeps users on that website.- These three principles must be leveraged consistently over a long period of time to generate meaningful results.With these concepts as a foundation, SEO can build a brand's online presence when carried out in a concerted, intentional manner.Contentellect - https://www.contentellect.com/Contentellect - Facebook - https://www.facebook.com/contentellect/Katya Allison - https://www.linkedin.com/in/katyaallison/GRIN - LinkedIn - https://www.linkedin.com/company/grin-inc-/#Content #influencermarketing #ecommerce #creatormanagementIf you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.

On today's Customer Spotlight, host Katya Allison is joined by Jess Doherty, Social Media and Influencer Marketing Manager at Osmo Salt Co.In their conversation, Jess offers a few words of wisdom for smaller brands seeking to effectively leverage influencer marketing:Good relationships will lead to more authentic influencer marketing campaigns.Paid partnerships with influencers who haven't previously tried the product are often ineffective.Flat rate partnerships may not work in the budget of a smaller brand.Brand awareness and content engagement can be more meaningful initial metrics than revenue or sales.Micro-influencers with a stronger online community can drive a better engagement ratio than macro influencers.Jess' advice for brands with limited resources can help propel an organization's marketing efforts into competition with some of the best marketers around.Osmo Salt Co. - Website - https://www.osmosalt.com/Osmo Salt Co. - Twitter - https://mobile.twitter.com/osmosaltOsmo Salt Co. - Instagram - https://www.instagram.com/osmosalt/?hl=enKatya Allison - https://www.linkedin.com/in/katyaallison/GRIN - LinkedIn - https://www.linkedin.com/company/grin-inc-/#Content #influencermarketing #ecommerce #creatormanagementIf you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.

In today's conversation, host Katya Allison is joined by Jason Bergman, Co-Founder of MarketPryce, to discuss the impact of the NIL ruling on brands' relationships with student athletes.In light of the new rules surrounding student-athlete income, brands need to keep several important factors in mind:The cost of entry is often very low for the majority of student athletes.Gen Z students can be a valuable resource in helping a brand appeal to a younger market.Student athletes can often be more committed to a brand's message than the average influencer.The post-NIL world is still evolving and there are still disagreements about standard best practices.Time management is much more challenging and much more important when working with students.Student athletes are a newly available market for brands to market through, but doing so requires a different approach than with many influencers.Jason Bergman - TwitterJason Bergman - InstagramMarketPryce - WebsiteMarketPryce - TwitterMarketPryce - InstagramKatya AllisonGRIN - LinkedIn#Content #influencermarketing #ecommerce #creatormanagement

On today's episode, host Katya Allison is joined by Jordan West, Agency Owner of Mindful Marketing Co., for a conversation about how ambassador communities can act as a valuable marketing tool.In working with brand ambassadors, Jordan recommends keeping a few important concepts in mind:Ambassadors and influencers are not synonymous, and they should be treated differently.Paying ambassadors often doesn't encourage real commitment to the brand.Ambassadors should be self-selected from the very bottom of the marketing funnel.Before building an ambassador program, create a VIP customer group where ambassadors can be cultivated.Leverage direct communication with your ambassadors through a platform like Slack.Ambassadors are just one marketing channel and should be used in conjunction with other traditional marketing methods.A strong ambassador program is an underutilized marketing tool that can build customer loyalty and cultivate an organic community.Jordan West - https://twitter.com/jordantwestecomKeep Nature Wild -https://www.linkedin.com/company/keepnaturewild/Keep Nature Wild - https://keepnaturewild.com/Mindful Marketing Co. - https://upgrowthcommerce.com/Katya Allison - https://www.linkedin.com/in/katyaallison/GRIN - https://www.linkedin.com/company/grin-inc-/#Content #influencermarketing #ecommerce #creatormanagementIf you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.

In today's conversation, host Katya Allison is joined by Dylan Kelley, Founder and CEO of Wavebreak, to discuss the power of combining SMS and email marketing, especially around Black Friday and Cyber Monday.Dylan has helped many organizations grow their revenue based on a few important marketing principles:- The most successful marketing strategy makes use of both SMS and email marketing.- Well-executed creative elements on an email or text can drive revenue without altering the rest of the campaign.- Historical data analysis is an essential marketing tool.- Trial various marketing approaches early in the year to establish a well-tested campaign for the winter holiday season.- Timing and cadence are foundational to using SMS and email effectively.- In most cases, the simplest design and messaging are the most effective.Dylan's work at Wavebreak is a masterclass in how to effectively leverage every marketing tool available.Dylan Kelley - Twitter - https://twitter.com/dylanmkelley?lang=enWavebreak - https://wavebreak.co/Wavebreak Webinar - https://wavebreak.co/bfcm-2022-webinar-replay/GRIN - LinkedIn - https://www.linkedin.com/company/grin-inc-/If you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.

In today's conversation, host Katya Allison is joined by Mitchell Pehlke, Social Media Influencer and Student Athlete at The Ohio State University, to hear about how the recent NIL ruling affects student athletes like Mitchell.Mitchell had to dramatically limit his approach to content management when he started playing lacrosse at OSU. Rules about how student athletes were able to earn an income handicapped the kind of content he was allowed to create.Now, in a post-NIL world and with his options once again open, Mitchell approaches his content creation according to several important principles:- As a student, time management is an essential discipline.- Know your worth and don't settle for less than your own value.- Be committed to your values and don't compromise them for a bigger paycheck.Content creation is an immense amount of work, and Mitchell's story is an excellent lesson in the value of a work-life balance.Mitchell Pehlke - https://www.youtube.com/c/MitchellPehlkeMitchell Pehlke - https://www.tiktok.com/@mitchellpehlkeMitchell Pehlke - https://www.instagram.com/mitchell_pehlke/?hl=enGRIN - https://grin.co/GRIN - https://www.linkedin.com/company/grin-inc-/If you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.

In today's conversation, host Katya Allison and Steffen Hedebrandt, Chief Marketing Officer and Co-Founder at Dreamdata, discuss the varying journeys that customers take between their initial contact with a brand and the final sale.Steffen has spent the bulk of his career focused on B2B marketing, where the time between contact and sale, and the number of touchpoints along the way, can be extensive. This gives him a unique perspective on the customer journey, since he's often intimately involved in guiding that journey in a very hands-on way.For Steffen, there are several important points of consideration he stresses in his marketing efforts:- Information gathering is foundational to building a successful strategy.- Qualitative metrics can be just as informative as hard data.- Attribution models must change to accommodate short or lengthy customer journeys.- Ensure all customer interactions leave a digital footprint.- Marketing and sales teams must learn to work together towards a common goal.- Debrief and reevaluate campaign successes and failures frequently.By analyzing the various pathways customers take to the final sale, marketers can build tailor-made campaigns that ensure consistent, measurable ROI.Steffen Hedebrandt - https://www.linkedin.com/in/steffenhedebrandt/?originalSubdomain=dkDreamdata - https://dreamdata.io/?utm_source=linkedin&utm_medium=company_pageKatya Allison - https://www.linkedin.com/in/katyaallison/GRIN - https://grin.co/GRIN - https://www.linkedin.com/company/grin-inc-/If you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.

In today's Customer Spotlight, host Katya Allison hears from FIVE Years Apart sisters Carolina Torrens, CEO, and Belen Torrens, COO, about their relational approach to connecting brands and influencers.The Torrens sisters know that knowledge is king when building a successful marketing strategy. In the early days of any campaign, they're avid information gatherers, and FIVE Years Apart uses that information to foster mutually beneficial relationships between brands and influencers.Carolina and Belen build successful brand relationships through a holistic marketing philosophy that includes:A concerted effort to provide exceptional customer service.Amplifying brands' and creators' existing voices rather than changing them.Building personal relationships with clients before beginning the actual marketing work. Targeting the whole marketing funnel to maximize ROI.Appreciating the intangible word-of-mouth value of gifting campaigns.Creating brand authenticity that feels trustworthy to potential customers.Their metric-driven strategy, taken together with an emphasis on authenticity and collaboration, delivers a meaningful ROI while also cultivating healthy brand partnerships.Carolina TorrensBelen TorrensFIVE Years ApartFIVE Years Apart - LinkedInKatya AllisonGRINGRIN - LinkedInIf you enjoyed today's show, please leave a review and subscribe so you never miss an episode. For more information and links to all of the resources mentioned in today's episode, visit Grin.co.

Featuring Kaya Yurieff, Reporter at The InformationThe Information in April 2021 to launch the creator economy newsletter and write features about the fast-growing sector. Previously, she covered technology and social media platforms at CNN. She started her journalism career writing breaking news at TheStreet. She is fluent in Polish and based in New York. Episode quote:“Now, we really think of like independent musicians, as creators, we think of podcasters we think of newsletter writers, independent journalists who are going off on their own and, and writing a newsletter or giving people updates on Instagram.” Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

The importance of DE&I in today's economy is vital. Taylar Barrington-Booker, Founder, and Head of Talent and Partnerships at Agency Cliquish, explored the importance and value of DE&I for creators. During our fireside chat, we focused on the effects of DE&I in the Creator Economy, dove into what it means to creators and brands, how we can make gradual changes that are impactful, and why DE&I is a movement, not a moment. Some of the topics we discussed:> The impact of not addressing DE&I.>> The challenges from a creator's perspective.>>> What a creator and brand can do to improve equality.This episode is the after-show of our fireside chat, where we dig into all the questions we didn't get to during the live portion. You can watch the complete chat here.And listen to more GRIN Gets Real guests here.

During the latest Brands Talking Influencers fireside chat, How to scale your influencer program via testing, was sharing influencer marketing insights from Natural Dog Company.During the live portion, we discussed how they leverage their creator community for content to repurpose across multiple marketing channels, building brand awareness and acquiring new customers. We also touched on:Workflow best practices.How to test with purpose.Finding creators at any stage of an influencer program.While we had a live Q&A, there were too many questions to go over, so we're bringing those unanswered questions to the GRIN Gets Real podcast.Put your air pods in, turn up the volume and get ready for those unanswered questions with Emma Ecklin from Natural Dog Company.

The Customer Spotlight series of the GRIN Gets Real podcast highlights GRIN brands successfully leveraging creators as part of their marketing strategy. Each brand shares its brand story and insight on how creators add value to that story.In each episode, we dive into who the brand is, its customer, the creator program, and the impact the creator economy has on its brand.This customer spotlight features Inkbox.Inkbox has been producing semi-permanent tattoos and accessories since 2015 and is constantly working on new ways to empower the ever-changing story of you. With over 10,000 artist-created designs, our Freehand Tattoo Marker, and Custom Platform, millions of people from 190 countries have gotten inked with our new-fashioned accessories that last 1-2 weeks.

Featuring Will Haire, Co-founder of Bellavix.Will has worked with eCommerce businesses for many years in leading the strategic planning, implementation, and tactical execution of marketing strategies for products across all Amazon business segments. With responsibilities for channel growth strategies and achieving revenue and margin goals, his portfolio includes companies like Instant Pot, Pyrex, Derma E, Think, and Outward Hound.Episode Quote: "You know, a lot of it comes down to how much brand equity you have. How big is your audience? And what's your price point? Shoppers are going to be looking at those aspects as they're considering your different products and categories.” Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast, where you listen to podcasts.

Featuring Frost Li, Founder of Social ChatShe was the GM & Head of Growth at Wish, where, as the company's first growth hire, she built the team from scratch and helped Wish expand to be the #1 shopping app in 40+ countries with 100M+ monthly active users. She's served on Y Combinator's Growth Counsel and as an advisor to Quince, Spring, Lyft, and Pinterest.Episode Quote:"When they have the influencer go live with them as a co-host on the site. All the influencer's followers actually go to the site instead of staying on the influencer's Instagram account or YouTube."Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Curtsy connects and empowers millions of women across the US to resell and shop apparel (and more) by helping them monetize their closets. Sam Atherley, Head of Influencer Marketing chatted with me during our fireside chat series Brands Talking Influencers. We dove into how they run a successful influencer program outside of the ecommerce space and how they leverage influencers for acquisition. They've seen a positive return on investment with their product gifting program, quality UGC, and increased brand awareness. We also covered: Why content is key to their strategyThe qualities to look for in creatorsHow they optimize their workflow Negotiation tips to build long-term relationshipsWhile we had a live Q&A, there were too many questions to go over, so we're bringing those unanswered questions to the GRIN Gets Real podcast.Put your air pods in, turn up the volume and get ready for those unanswered questions with Sam Atherley from Curtsy.

The Customer Spotlight series of the GRIN Gets Real podcast highlights GRIN brands successfully leveraging creators as part of their marketing strategy. Each brand shares its brand story and insight on how creators add value to that story. In each episode, we dive into who the brand is, its customer, the creator program, and the impact the creator economy has on its brand.This customer spotlight features Loop Earplugs.Loop Earplugs has redefined what an earplug should sound, look and feel like. Whether it's hearing protection or comfort for your ears, Loop enables you to live life at your volume.

In this episode we chat with Alex Heckmann, VP of Partnerships at clean.io.clean.io offers a unique solution built to give ecommerce merchants total control of their website user experience AND their revenue. cleanCART prevents coupon extensions like Honey and CapitalOne Shopping from auto-injecting discount codes at checkout and puts a stop to untrustworthy affiliate fees and attribution reporting. If you run influencer or affiliate promotional codes, cleanCART is the best way to ensure you are protected.

Featuring:During our most recent Brands Talking Influencers fireside chat, How to implement the ultimate Influencer Marketing strategy, Matthew Wyman shared influencer marketing insights from Whisker, the world leader in connected pet care and refined pet accessories.By taking a full-funnel marketing approach with their influencer marketing program, they've seen an increase in brand awareness and a YoY positive return on investment from creators. During the live portion, we talked aboutThere most recent product launch of LR4The creator mix for their influencer marketing successHow they leverage UGCAnd so much more.While we had a live Q&A, there were too many questions to go over, so we're bringing those unanswered questions to the GRIN Gets Real podcast.Put your air pods in, turn up the volume and get ready for those unanswered questions with Matthew Wyman from Whisker.

Featuring Ella Dillon, Chief Customer Officer of ConversicaShe possesses deep expertise in Customer Experience design for fast-growing pre-IPO SaaS companies rooted in loyalty-driven retention and expansion. Before joining Conversica, Ella ran Global Customer Support and Global Customer Success at Outreach.io, supporting their growth through $150M in revenue. Episode quote:“People are starting to think about an integrated revenue journey, not siloed. The old marketing was top of funnel get new, get hot leads.” Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Victoria Unger, Influencer Marketing Coordinator @ JolynA lifelong learner with a positive attitude and a growth mindset Victoria manages the Collegiate Athlete Ambassador Program while also coordinating Pro athletes and influencers for JOLYN.Episode quote:“Truly, athletes, I believe, are very influential because they have talent. They have dedication. They're hard-working. They kind of offer that, ‘This is what I strive for. This is what I want to be.' And some of them have the most incredible stories.”Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Featuring:Tyler Berglund, CMOAshley Solomon, Head of BrandThis is the Brands Talking Influencers Q&A. We're taking our fireside chat to the GRIN Gets Real podcast. Now you can listen & learn beyond the webinar experience. Tres Colori is a DTC jewelry brand based in New York that creates personalized nameplates and jewelry. They use data from creator content to be strategic with their paid ads and their entire marketing strategy. Focused on looking at what they do across all social platforms together, not as silos to execute a paid strategy that continues to increase their revenue and brand awareness.During the fireside chat, they shared insights on getting content rights, leveraging UGC, and the importance of working together as a marketing team to execute an omnichannel strategy.We also explored:>Finding the right influencer through creator content.>>How to measure the success of brand awareness.>>>Why testing creators and content is essential.>>>>How to make UGC part of your entire marketing strategy.During the fireside chat, we get so many great questions but there is never enough time. So we take those unanswered questions to the GRIN Gets Real Podcast.Put your air pods in, turn up the volume and get ready for those unanswered questions with Tyler Berglund and Ashley Solomon from Tres Colori.Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Featuring Chris Orzechowski, Founder of Orzy Media. Orzy Media is a boutique e-commerce email marketing automation agency. He's written two bestselling books on email marketing. He also has a popular print newsletter called Make It Rain Monthly which is read by over 300 subscribers in over 30 countries around the world. To work with Chris and his team, go to theemailcopywriter.com.Get your free copy of Make It Rain: The Secret to Generating Massive Paydays From Your Email ListEpisode quote:“Subject lines are super important. Even in a post iOS 15 world, they are still important because even if you cannot accurately track open rates. It's not a huge deal. But remember, there are still people reading your emails, whether you can see them opening or not, so the subject lines are super important. My one rule for subject lines is to be radically different at all costs.” Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Featuring Julie Gordon, Chief Inspiration Officer at Insprining Kitchens and VP, Marketing and Business Development at MTG and AssociatesShe has spent most of her professional career working with global companies and their clients on marketing, business development and strategic initiatives. She has a reputation for “making things happen” by offering creative solutions to complex situations. Episode quote:"From my perspective, the qualitative aspect is talking about really understanding who your consumer is, who is your audience? What's that person's environment? Whatever the case may look like, and really understanding how what you are producing, whether it's a service or a product, is received by the consumer."Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Featuring Bonnie Taylor, Vice President of Strategy & Communications at Talent ResourcesBonnie is a marketing and communications veteran with comprehensive experience in food & beverage, hospitality and retail sectors. She started her career running marketing and PR for high profile nightclubs on the Las Vegas Strip, then moved to the agency side working with clients like Buca Di Beppo, Las Vegas Hilton, Thunder from Down Under and Topshop. Currently she is currently the Vice President of Strategy and Communications. In March of 2021, Bonnie spearheaded the creation of the communications division which is now the agency of record for brands such as Hemper, Payless, Ohza, Skinny Mixes, Vitacost, Aesthetics Biomedical and countless others.Episode quote:““I think the influencers and creators will continue to evolve and really dictate what people are doing, choosing, using. We've seen the rise of TikTok and we've seen it happen with Twitch. It's about solidifying platforms and growing audiences on them.””Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Welcome to Brands Talking Influencers Q&A. We're taking our fireside chat to the GRIN Gets Real podcast. Now you can listen & learn beyond the webinar experience.Los Angeles Apparel is on a mission to bring back apparel made in the U.S.A. by highly trained employees earning fair wages and supporting domestic farmers. They leverage creators as part of their marketing strategy to help share their brand story and drive awareness. They've had continued success with micro and macro-influencers with a product seeding program strategy meant to drive brand awareness while also enjoying sales along the way.In our live conversation, we explored:> How to handle a creator that asks for payment in a product seeding program.> The ideal workflow to save you time working with creators.> Finding the right creator for your influencer program.> Identifying success using creators as a strategy.Put your air pods in, turn up the volume and get ready for those unanswered questions with Elton and Aneesha from Los Angeles Apparel.Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Featuring Melanie DezielShe is a keynote speaker, author, award-winning branded content creator, and lifelong storyteller. Author of the best-selling marketing and business communications book, “The Content Fuel Framework: How to Generate Unlimited Story Ideas”, and the founder of StoryFuel. Melanie spends her days giving keynotes and leading workshops that teach marketers, creators, and companies of all sizes how to create better content.Prior to founding StoryFuel, Melanie was the first editor of branded content at The New York Times, a founding member of HuffPost's brand storytelling team, and served as Director of Creative Strategy for Time IncEpisode quote:“When I'm trying to come up with content ideas, I'm actually coming up with two things, both my focus and my format. And that makes that whole process a lot easier.” - Melanie Deziel, author of The Content Fuel FrameworkVisit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Featuring Christie Childers is an Influencer Marketing Agent & Brand PartnershipsA consultant based in New York City (and sometimes beyond) under her company entity, Best Day Ever. Christie's goal in the brand space, whether working as a creative strategist, podcast producer, or managing content for her roster's deals, is to build out-of-the-box strategies that uphold ethics & integrity to leave the world a better place than she found it. She is a graduate of Florida State University, a global agencies alumni, lover of sunshine, and a multi-hyphenate pursuing creative endeavors that make people feel good.Episode quote:“Then we get emails in for campaign interest to influencers, I sometimes will see a brand or an agency that breaks down the full scope of work, including the usage, including the exclusivity, including everything that I really need to know to quote, a proper rate for that. If a brand is trying to keep an influencer exclusive for up to six months, we would need to account for the potential lost income that they would not have access to should one of those other brands reach out and want to work with them during that period, which is totally fine, especially if they're passionate about this brand. They're excited to work with them. But they have to protect their interests. And I am there to protect their interests as far as their potential income because it's a for all of my creators, currently, it's their full time job.”Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Featuring Christie Childers is an Influencer Marketing Agent & Brand PartnershipsA consultant based in New York City (and sometimes beyond) under her company entity, Best Day Ever. Christie's goal in the brand space, whether working as a creative strategist, podcast producer, or managing content for her roster's deals, is to build out-of-the-box strategies that uphold ethics & integrity to leave the world a better place than she found it. She is a graduate of Florida State University, a global agencies alumni, lover of sunshine, and a multi-hyphenate pursuing creative endeavors that make people feel good.Episode quote:“Then we get emails in for campaign interest to influencers, I sometimes will see a brand or an agency that breaks down the full scope of work, including the usage, including the exclusivity, including everything that I really need to know to quote, a proper rate for that. If a brand is trying to keep an influencer exclusive for up to six months, we would need to account for the potential lost income that they would not have access to should one of those other brands reach out and want to work with them during that period, which is totally fine, especially if they're passionate about this brand. They're excited to work with them. But they have to protect their interests. And I am there to protect their interests as far as their potential income because it's a for all of my creators, currently, it's their full time job.”Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Welcome to Brands Talking Influencers Q&A. We're taking our fireside chat to the GRIN Gets Real podcast. Now you can listen & learn beyond the webinar experience. If you missed our fireside chat, review the podcast episode page for the rewatch link so that you can catch up. If you were there, you listened to the CEO's perspective on creators and influencer marketing in general. Tara Williams, the CEO, and founder of Dreamland Baby, along with her influencer marketing team of one, have created a program that has helped them achieve month-over-month revenue growth. She shared how she proves ROI without codes and links, and also dives into her struggles first getting started and how they were overcome after building the right foundation in the workflow. Put your air pods in, turn up the volume and get ready for a little influencer marketing Q&A with Tara from Dreamland Baby

Featuring Sunir Shah, CEO of AppbindAppBind lets digital agencies manage subscriptions to software and ads for the clients without getting stuck in the middle of the billing. Shah formerly ran partnerships at FreshBooks, marketing at Olark live chat, and founded the Cloud Software Association, the 4,000+ SaaS partnership network.Episode quote:“There's a lot of things in the ecosystem around a customer, where they have to go to other companies or people. And those companies and people are the ones you have to work through in order to get your story told to the customer. And that's where you need the relationship. When you need to get someone else to tell your story to the customer and be unique, and they [partners] get to decide whether they do that or not”Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Featuring AJ Davis, Founder of Experiment ZoneA conversion rate optimization (CRO) specialist and founder of Experiment Zone, which helps online businesses grow their revenue by improving the user experience of their website using scientific methods.She's led optimization strategy for Fortune 500 companies during her tenure at Clearhead. She was also the lead UX researcher on the Google Optimize product.Episode quote:““It's not just about, did it win or not, but what can we take away from what we saw in the data? What might that mean for the way we brand ourselves or position what we do, what might that mean for our sales conversations?” Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Welcome to Brands Talking Influencers Q&A. We're taking our fireside chat to the GRIN Gets Real podcast. Now you can listen & learn beyond the webinar experience. If you missed our fireside chat, review the podcast episode page for the rewatch link so that you can catch up. If you were there, you listened to how Taylor took their influencer program, which was more focused on affiliate first, and turned it around to month-over-month success by reframing the focus to content. She shared the drastic change in the type of content they received after this reframing of their program. The richer content was more authentic, lifestyle-focused, and ultimately told the Gainful brand story better. They focus on building relationships to create a strong brand community, that ultimately is key to the success of their program. With a dedicated headcount to managing the program, they've been able to grow their program to the success that it is now. Watch, rewatch, learn from the lessons they went through. What you're about to listen to is the Q&A that we didn't get to. This fireside chat had a record number of questions and we tried to squeeze it all in there. They answered questions like...."how long did it take you guys to grow your affiliate team" to "What does your vetting process look like."Put your air pods in, turn up the volume and get ready for a little influencer marketing Q&A with Bridget and Taylor from Gainful.Enjoy a special offer of $15 off your order here >>> gainful.com/GRIN!

Featuring David Monreau, the Managing Partner at InBeat AgencyHe is the co-founder and CEO of inBeat Agency, a micro-influencer agency that helps brands scale their marketing efforts. They have helped leading DTC brands such as Nordstrom, Wildfang, and Soylent to harness the power of micro-influencers.Episode quote:“Let's say, you approach it with a $50,000 budget, you go towards micro-influencers. You can give a lot of shots, right, you can try with a lot of micro-influencers under that budget, but with macro-influencers that can run you three collaborations. If one or two micro-influencers strikes out, then you didn't get any repercussion with your budget.”Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Featuring Johanna Voss, who is trusted by social media influencers who want clarity on how to build their brands, grow their businesses, earn their worth and plan strategically for the future. On behalf of her clients, she's closed over three million dollars of brand deals, partnerships and speaking engagements. Her clients have partnered with brands such as Kroger, Walmart, AARP, Little Northern Bakehouse, H&R Block and ALDI. Negotiation is something she thoroughly enjoys be it for her clients, friends or with strangers. Entering her 12th year of working for herself, she understands all about the necessary pivots entrepreneurs take along their journey.Prior to her work in the talent management space, Johanna worked on the Presidential campaigns of Hillary Clinton and John Kerry for more than 7 years. Johanna is a world traveler, lived in Spain three times, can often be found cycling Colorado's mountain ranges, or asking the question "What if you...?" Follow her on Instagram @johannavoss.

Featuring Katie Stoller, Head of Influencer Marketing at Fiat GrowthShe is a strategic marketing shop focused on data backed decision making, innovation, iteration and execution.With over a decade of experience at global PR agencies, Katie counsels clients on how to effectively reach goals by working with brand-right influencers to tell compelling and engaging stories. Episode quote:“I think PR is interesting. PR is kind of the umbrella that social media sits under I mean, that's how I've traditionally thought of it. I think now that social media is just so pervasive in the world. It's kind of weird to think of it as like a little, you know, raindrop underneath another umbrella. But really like PR encompasses anything that's storytelling about your brand. It's your website, it's your branding, it's your thought leadership.”Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

The latest fireside chat was our chance to hear it from top creators in lifestyle, food, and finance on what makes them say yes to brand partnerships. We discussed the best outreach, budgets, explored content creation, and really dove into the business of being a creator.We also explored:The biggest challenges they are facing right now.The best approach to reaching out to creators.Understanding the value of a relationship approach to their business.What goes into setting their rates.And so much more!In this Q&A episode, you will find the answers to the unanswered questions from our fireside chat.View the episode page here.Watch the complete fireside chat here.And subscribe to the GRIN Gets Real podcastFollow the creators and meet Johanna Voss: https://www.johannavoss.com/talent

Featuring Bryan Kramer, CEO of H2h Companies & PureMatter Agency, Keynote Speaker, & TEDTalkA renowned business strategist, global keynote speaker, executive trainer and coach, two-time bestselling author, and Forbes contributor.Episode quote:“How do we humanize everything that we touch? Because the customer on the other end wants things simplified and to feel like everything is in their language – not in the (brand's) language.” ”Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Living the Cookieless Life as a Marketer Using Creators - Learn from our expertsThe digital landscape changes on a daily basis which can be a challenge for any marketing strategy. From algorithm changes on social to Google updates for search, making sure that the campaigns you run are effectively bringing in the ROI. During this fireside chat with our experts, we talked about controlling what you can control, and implementing a plan that works regardless of those changes - influencer marketing!Whether you're looking for brand awareness, revenue, or content, working with creators can help ensure that regardless of what happens in the digital world you have a strategy that works every time!What we explored during our fireside chat:Why Creators are vital to a successful marketing strategy.Implementing an omnichannel strategy with Creators.How Creators can share your brand story.Hacks for growing your customer email list.In this Q&A episode, you will find the answers to the unanswered questions from our fireside chat.View the episode page here.Watch the complete fireside chat here.And subscribe to the GRIN Gets Real podcast

Featuring Aliza Freud, Founder and CEO of SheSpeaks.SheSpeaks is a certified women-owned and operated company known best for creating exciting, original, and collaborative branded content. It reaches more than 300 million consumers a month using influencer marketing campaigns powered by active, engaged members and rich consumer insights.Episode quote:“At the end of the day it goes back to that old adage – the customer is always right. Even if the customer is wrong, the customer is right, and that has existed for many years. But because of social media, the customer has a way bigger voice and a much bigger megaphone than they did before.”Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

Featuring Hani Anis, Founder at Kahani DigitalHani Anis founded a luxury South Asian bridal boutique in 2017 called Anis Collections. She went on to work in investment banking and at a venture capitalist firm, but continued helping brands with their digital strategies during the pandemic. It was through her work for Natalie Barby's agency Rella Social that Hanis realized her love for working with small businesses, particularly those owned and operated by people of South Asian descent.In 2021, Hani turned her passion into Kahani Digital – a digital marketing and social media company that helps tell the stories of South Asian-owned and founded brands. Kahani Digital now has a team of six employees and has worked with 20-plus clients in various industries.Episode quote:“When you're a brand owner, typically you have a specific story that ties to some element of either your culture, your background, someway you grew up, or just something you saw. (Telling a brand's story comes) from just sitting down with founders and talking to them to learn about their story.”Visit the complete episode page to learn more. Or subscribe to the GRIN Gets Real podcast where you listen to podcasts.

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