Latest / Influencer Confidential / Travel Influencer Partnerships: The "Secret" Formula That Gets You Paid 🤑 #239

Transcript

Travel Influencer Partnerships: The "Secret" Formula That Gets You Paid 🤑 #239 · Influencer Confidential

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  Speaker 1: Welcome to Influencer Confidential by Sidewalker Daily. My name is
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  Speaker 1: Nina Zeta and I will be your host. I love
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  Speaker 1: working with brands and influencers on all things business strategy.
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  Speaker 1: Are you ready to learn what it takes to work
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  Speaker 1: in this influencer industry and see behind the curtain? Well,
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  Speaker 1: let's jump in. You know all those influencers you see
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  Speaker 1: that are working with tourism boards and they're like getting
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  Speaker 1: paid to travel while I know how they get paid
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  Speaker 1: because I was on the tourism board side. I paid
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  Speaker 1: these creators. I managed hundreds of thousands of dollars worth
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  Speaker 1: of budget, and I know exactly what they're doing to
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  Speaker 1: get paid. So basically, so many of us see influencers
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  Speaker 1: traveling and they look like they're living the good life,
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  Speaker 1: and they are for you know, for lack of better words,
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  Speaker 1: it definitely beats corporate, but it's a job. And being
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  Speaker 1: on the toursm board side paying these creators for content
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  Speaker 1: or influence, I know what they're charging for. And then
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  Speaker 1: there's a lot of creators that don't get paid. They
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  Speaker 1: get stuck in the free trip energy, that free trip route,
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  Speaker 1: and it's because they don't know what to charge for
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  Speaker 1: So what I want to talk about today is what
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  Speaker 1: those people, the ones that aren't getting paid, what they
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  Speaker 1: should be doing so they can actually monetize and make
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  Speaker 1: money working with tourism boards. So the biggest thing here
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  Speaker 1: is that a tourism board is a government. So when
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  Speaker 1: a government pays you, you need to be safe, you
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  Speaker 1: need to be marketable. This is tax payer money. This
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  Speaker 1: is not just like a private sector company that's coming
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  Speaker 1: in and paying you to promote a pair of sunglasses.
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  Speaker 1: This is like the government. They are very picky who
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  Speaker 1: what they decide to actually give money to because again
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  Speaker 1: it's coming from like normal people, and it's coming from taxpayers.
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  Speaker 1: So the number one thing is being super safe and
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  Speaker 1: super marketable. Take Terry for example. Terry is one of
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  Speaker 1: our pitching a brand's master course students. She's made over
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  Speaker 1: forty thousand dollars last year working with tourism boards. Her
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  Speaker 1: content is so safe, it's super educational, it's PG she
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  Speaker 1: is lovely on camera. I mean it makes sense that
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  Speaker 1: a tourism board would want to work with someone like
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  Speaker 1: her because she's not provocative in any way, and all
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  Speaker 1: her content is very like warm, fuzzy, again, safe and
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  Speaker 1: marketable cheers and boards want to work with creators like
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  Speaker 1: Terry because she does a really good job at educating
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  Speaker 1: her audience, but in this authentic, friendly way, and it's
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  Speaker 1: again her experience, but it's also heavily focused on the
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  Speaker 1: destination and not about like her her but very destination focused. Now, Terry,
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  Speaker 1: like many other travel creators, do press trips. Press trips
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  Speaker 1: is when a tourism board invites you to come and
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  Speaker 1: visit their destination as press And if you're a creator
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  Speaker 1: that ever goes on a press trip, I actually created
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  Speaker 1: a freebie for you. It's my press trip etiquette sheet.
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  Speaker 1: This freebe is going to help you just kind of
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  Speaker 1: know how to act when you're on these trips so
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  Speaker 1: that you come off as a professional. I'll leave it
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  Speaker 1: in the description below so you guys can download it
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  Speaker 1: in case you ever end up going on a press trip. Now,
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  Speaker 1: the way creators get paid through tours and boards, that's
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  Speaker 1: what we're going to discuss right now. So obviously the
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  Speaker 1: first and most obvious way is social media promotion. The
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  Speaker 1: tours and board is going to pay creators like Terry,
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  Speaker 1: for example, to post on their so and they're gonna say, hey,
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  Speaker 1: you know, talk about our destination to your audience. So
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  Speaker 1: this is when you are pitching influence. This is social
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  Speaker 1: media promotion where the influencer is talking about a destination.
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  Speaker 1: So that's how they're making money because the influencer is
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  Speaker 1: posting about the destination. Now another thing that we don't
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  Speaker 1: see happen a lot, or maybe you guys don't know this,
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  Speaker 1: but I do because again coming from the toursm Board side,
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  Speaker 1: I've done it myself and I've seen students in my
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  Speaker 1: pitching course win. This way is pitching website and blog content.
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  Speaker 1: So let's break those up because they're two separate things.
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  Speaker 1: So website content is when you're thinking about like UGC
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  Speaker 1: or actual videos or photos for the website of the destination.
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  Speaker 1: But blog content is very secretive and like a ninja
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  Speaker 1: move that not a lot of people know about. I
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  Speaker 1: have lots of creators that I personally know that have
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  Speaker 1: pitched blog content to the Tourism Board for the toursm
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  Speaker 1: Board's website and they get paid that way. So it's
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  Speaker 1: not even for the creator to post on their blog.
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  Speaker 1: It's to contribute to the two and boards blog. Right,
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  Speaker 1: So if you're doing an itinerary or you want to
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  Speaker 1: share your experience or even want to be like a
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  Speaker 1: ghost writer. That tends to get creators paid. So many
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  Speaker 1: tourism boards. This is something that you guys probably don't know,
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  Speaker 1: but many of them within their budgets, they go to
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  Speaker 1: trade shows. So you'll see a lot of creators going
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  Speaker 1: to like IMM for example in New York or World
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  Speaker 1: Trade Market in London. They are paying to go to
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  Speaker 1: different trade shows in the industry. These are like big
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  Speaker 1: trade shows and they're paying a lot to be there.
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  Speaker 1: So when they go and set up their booth, they
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  Speaker 1: need their booth to look good, they need their booth
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  Speaker 1: to have, you know, content. And I remember there was
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  Speaker 1: a toursm board I was working with. We worked with
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  Speaker 1: this influencer and they're like, oh, can we license the
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  Speaker 1: footage so that we can use it at our trade
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  Speaker 1: show on like a big TV. So again, a lot
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  Speaker 1: of times when you guys think about these creators and
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  Speaker 1: how they're getting paid, they're licensing their footage for the
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  Speaker 1: tourism boards to use at trade shows. Also, something else
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  Speaker 1: I heard from another creator that's a front of mine
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  Speaker 1: that I'm sharing with you guys. This is kind of
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  Speaker 1: like on the low low secret is that she created
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  Speaker 1: content for a toursm board. She got paid, and then
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  Speaker 1: a big conference came to town and they asked the
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  Speaker 1: tourism board, hey, we're promoting our conference in your destination,
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  Speaker 1: do you guys have any footage that we can use
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  Speaker 1: to help bring people here? And they actually ended up
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  Speaker 1: using her footage the conference did, and she was able
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  Speaker 1: to get paid that way because now the conference wanted
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  Speaker 1: to license the footage from her. So there are so
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  Speaker 1: many things when it comes to events. When we think
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  Speaker 1: about tourism boards, they want people to come. So this
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  Speaker 1: may be a little bit advanced, but I'm just going
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  Speaker 1: to go there anyways because I always want to keep
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  Speaker 1: it one hundred with you guys. But the meeting space,
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  Speaker 1: like meetings in general, there's a lot of money and
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  Speaker 1: meetings because again, meetings create bookings and tourism because people
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  Speaker 1: come to the conference. So there is money in the
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  Speaker 1: travel space and the tourism board space. Toursm boards pay
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  Speaker 1: to promote meetings. Now a lot of creators that are
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  Speaker 1: getting paid by tourism boards. They're getting paid for digital
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  Speaker 1: and print advertising. We're seeing even content that's being shown
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  Speaker 1: in the back of the airlines. You know when you
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  Speaker 1: guys are like on a plane and you see like
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  Speaker 1: visit Dominica or something and it's like this awesome footage.
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  Speaker 1: Creators are creating those videos. So they're creating you know,
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  Speaker 1: digital ads not only for social but that are being
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  Speaker 1: used in a variety of different ways. They're also using
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  Speaker 1: print ads. I've seen a bunch of creators that we
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  Speaker 1: have personally worked with the tours and Board loves or
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  Speaker 1: content and they're like, we want to run ads to it,
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  Speaker 1: or we want to use it in an upcoming magazine.
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  Speaker 1: So I hope this was painting the picture of how
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  Speaker 1: tours and boards are paying creators in so many different ways. Right,
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  Speaker 1: same goes for email marketing, Like a toursm board is
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  Speaker 1: sending out a blast about what to do and said destination.
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  Speaker 1: They're using your photos, they're using your testimonials, they're using
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  Speaker 1: copy that you're doing. This is not for free, right,
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  Speaker 1: so it all depends on the contract that you sign
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  Speaker 1: with this toursm board if you end up working with them.
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  Speaker 1: But like oftentimes this is an additional spend. This is
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  Speaker 1: extra and sometimes I feel like creators get law this
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  Speaker 1: because they're like, oh, I worked with this toursm board.
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  Speaker 1: So therefore the tours and board has like carte blanche
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  Speaker 1: to use my content however they want. It's not the case.
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  Speaker 1: There's up cells, there's different things. So like let's just
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  Speaker 1: say your contract with the toursm board is only for
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  Speaker 1: the blog post or is only for organic social If
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  Speaker 1: the URSM board wants to add anything additional on top,
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  Speaker 1: there is a fee for that. It is not the
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  Speaker 1: same fee. And if you're a creator that wants to
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  Speaker 1: again really take this seriously monetize, know how to put
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  Speaker 1: your packages together, know how to put your proposals together,
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  Speaker 1: your fees, your rates and all of that, then I
• 7:35
  Speaker 1: strongly suggest you check out are Pitching a Brand's master Course.
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  Speaker 1: This is a program that is dedicated to the brand
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  Speaker 1: deal side, to the sponsorship side, to the monetization side.
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  Speaker 1: I can't teach you how to edit a photo. I
• 7:47
  Speaker 1: don't know any about that, But what I do know
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  Speaker 1: is negotiations and brand deals. And if that's something that
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  Speaker 1: you want to do, you want to get tourism boards
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  Speaker 1: to actually pay you for your content, I strongly suggest
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  Speaker 1: you check out our program. I'm going to leave for
• 7:58
  Speaker 1: you a secret code, secret fe five hundred is a
• 8:00
  Speaker 1: special promotional code just for our YouTube and podcast family
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  Speaker 1: that is going to give you five hundred dollars off
• 8:07
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• 8:09
  Speaker 1: that you can take advantage of the five hundred dollars off. Now,
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  Speaker 1: something interesting that happened recently that I saw a toursm
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  Speaker 1: board pull in a creator for was as kind of
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  Speaker 1: like a spokesperson in the media. So they had an
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  Speaker 1: opportunity to do some sort of morning segment, and instead
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  Speaker 1: of sending someone from the tours and board side, the
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  Speaker 1: tears and Boards sent a creator and they sent this
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  Speaker 1: creator on the media to speak on behalf of the destination.
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  Speaker 1: This was a paid job. This was a talent job.
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  Speaker 1: So again we always tend to think, Okay, I want
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  Speaker 1: to work with the tourism board, it's only content or
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  Speaker 1: it's only posting on my page. No. I hope that
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  Speaker 1: this video has showed you there's so many other ways
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  Speaker 1: to charge for your likeness for your time when working
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  Speaker 1: with tourism boards, and this talent job is a perfect
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  Speaker 1: example of that. Now, the best scenarios are long term ambassadorships.
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  Speaker 1: Those are the best because now you're working with a
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  Speaker 1: tourism Board really to represent this place in the long term.
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  Speaker 1: We're talking three month partnerships, six month partnerships, twelve month partnerships.
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  Speaker 1: I also have a creator in our program. She told
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  Speaker 1: me that every year the Toursm Board comes back asking
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  Speaker 1: if they can re license the photo from her. So
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  Speaker 1: while she doesn't have the ambassadorship anymore, they're still licensing it.
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  Speaker 1: Every single year she gets to knock on the door
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  Speaker 1: asking hey, can we relicnse that footage. They don't own it,
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  Speaker 1: they license it, and that's how she's able to make
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  Speaker 1: a steady income year after year for content she did
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  Speaker 1: ages ago. Now, don't forget Tourism Board's like any other
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  Speaker 1: brand so to speak. They like results. So if you
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  Speaker 1: have results that you can put together in a case
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  Speaker 1: study present those results, it's going to help you be
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  Speaker 1: able to justify your fees for whatever it is that
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  Speaker 1: you charge. I hope you enjoyed today's episode. If you did,
• 9:50
  Speaker 1: make sure to rate, review, and subscribe to our show
• 9:54
  Speaker 1: and visit Sidewalkerdaily dot com for more resources on all
• 9:58
  Speaker 1: things influencer marketing and social media. Until next time,