Latest / The SME Stream / EP 10: Business is a LUXEry with Samuel Levi

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EP 10: Business is a LUXEry with Samuel Levi · The SME Stream

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Speaker 1: From ZM and iHeartRadio. It's Bored to Boss. Real stories
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Speaker 1: of how to navigate starting your own business with me
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Speaker 1: Georgia Patton. Welcome to another episode of Board to Boss.
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Speaker 1: I wanted to welcome Sam Levi to the podcast today.
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Speaker 1: Some of you may remember Sam from New Zealand's very
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Speaker 1: first series of Married at First Sight, But since then
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Speaker 1: he's made a name for himself on social media through
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Speaker 1: his business Luck Sticks and now is the host of
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Speaker 1: his very own TV show. And we're going to cover
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Speaker 1: all of this today. But first welcome Sam.
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Speaker 2: Thank you.
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Speaker 1: How are you?
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Speaker 2: I'm good, I'm tired. Business does that to you? Yeah?
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Speaker 1: You had a bit of a journey getting here today.
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Speaker 2: In the busy week.
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Speaker 1: What's it been like?
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Speaker 2: Hecktach? Oh god, where did I start? So? I flew
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Speaker 2: over from Melbourne, flew into Auckland, went to christ to It,
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Speaker 2: came back to Aukland, went back on the plan to
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Speaker 2: christ To It, came back to Auckland. Now I'm here
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Speaker 2: and now played Melbourne in the morning, Oh my gosh,
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Speaker 2: why and forth with the weather in christ Church. So
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Speaker 2: we had all these things planned for Saturday and then
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Speaker 2: we flew in someone who was working with us plan
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Speaker 2: playing a rounds and then we had to change the
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Speaker 2: events and it's been a big week.
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Speaker 1: Oh my gosh. So after this you're ready just to
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Speaker 1: have wine and a little nap.
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Speaker 2: Yes, after there's somebody to get on the plane and
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Speaker 2: go home and then stay there for two days.
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Speaker 1: Just two days, two days. That's all the like downtime,
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Speaker 1: me giving, giving myself. So yeah, no, I get it,
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Speaker 1: that's real. I'm going to start you off with a scenario,
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Speaker 1: as I do with all of my podcast interview ease,
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Speaker 1: just so that the listeners can get more of an
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Speaker 1: overview of what you do. Are you ready?
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Speaker 2: Hit me?
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Speaker 1: Cool? So you're at your usual fitness class. Do you
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Speaker 1: do a fitness class? Yeah, well give me one. You're
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Speaker 1: at forty five, you're the new person. Somebody new is
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Speaker 1: next to you and they ask you what you do
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Speaker 1: for work?
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Speaker 2: Yes?
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Speaker 1: What are you going to pitch them?
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Speaker 2: Oh my god? That is a hard one because I'm
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Speaker 2: actually I get really shy when I tell people. I
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Speaker 2: don't know why I could sell anyone's business, but when
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Speaker 2: it comes to my own sometimes I get really awkward.
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Speaker 2: So you could give me, you could give me your
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Speaker 2: I says, not to sell them. But when it comes
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Speaker 2: to my own I'm like, oh, I just have my
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Speaker 2: own business, and you're like what is that? And then
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Speaker 2: but now I normally just say self employed, No, give
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Speaker 2: me more, okay, self employed, and I do a little
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Speaker 2: bit in TV.
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Speaker 1: Okay, so what is it that you do in self employed?
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Speaker 1: I'm going to pretend to be Yeah.
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Speaker 2: So I work in the beauty space. And then the
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Speaker 2: first thing that normally says, oh, so like do you
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Speaker 2: having kick the Balls and do you cosmetics? Oh no,
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Speaker 2: I have my own skincare line. And then they're like,
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Speaker 2: oh what is it?
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Speaker 1: Oh my god? You really make them work for it.
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Speaker 1: It's not just working out their body.
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Speaker 2: I get really awkward. I get really really awkward, and
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Speaker 2: I think a lot of people think maybe I'm the
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Speaker 2: total opposite where I'd be like, yeah, I can do
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Speaker 2: like sticks and blah blah blah. Yeah, I get really shy.
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Speaker 1: Col So give me the twenty second lowdown on like sticks.
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Speaker 2: Like sticks. So if you don't know what like sticks are,
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Speaker 2: if you heard the claim masks, I have taken that
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Speaker 2: format and put it into a stick. So now for
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Speaker 2: a no miss, no fass easy application.
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Speaker 1: And I've used them and Honestly, it's a game changer.
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Speaker 2: You have, and I did see your story, so thank
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Speaker 2: you so much.
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Speaker 1: It's quite funny to think that nobody's actually done this
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Speaker 1: in the past.
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Speaker 2: I know, I think it might have been done half
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Speaker 2: fast in the past. I'm just assuming by some feedback,
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Speaker 2: but it never picked up and never got like the
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Speaker 2: traction that I did. Well. Well, I have literally changed
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Speaker 2: the game, changed the beauty game with my sticks.
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Speaker 1: That should be the little tagline underneath.
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Speaker 2: Changed the game, change the game.
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Speaker 1: I want to start back at the beginning with married
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Speaker 1: at first sight. We're only going to lightly touch on
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Speaker 1: this because I'm sure that you want to brush straight
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Speaker 1: right past it. But I want an honest little review
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Speaker 1: on why you went on the show in the first place.
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Speaker 2: Absolutely, so I'm so open about that. So I ran
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Speaker 2: the show in the first place because I was heartbroken
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Speaker 2: at the time and I wanted to pretty much say
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Speaker 2: fuck you to my X.
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Speaker 1: Oh my gosh, that's amazing.
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Speaker 2: Yeah. So that was literally about that, and then when
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Speaker 2: I kind of went through the journey of grinding it,
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Speaker 2: I was like, oh shit, okay, now this is real. Yeah,
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Speaker 2: so I just ran with it.
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Speaker 1: I love that. So we recently had Lauren Dunn from
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Speaker 1: Married at First Sight Australia on here and we talked
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Speaker 1: about people having ulterior motives going on the show. Do
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Speaker 1: you reckon it's the same in New Zealand that most
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Speaker 1: people go on there maybe looking for exposure, business, oppertun
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Speaker 1: unities rather love.
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Speaker 2: One hundred percent, I would say, I think reality TV
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Speaker 2: the whole landscape has changed. You think my series was
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Speaker 2: five years ago now?
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Speaker 1: Yeah?
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Speaker 2: So back then I think it was a bit more
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Speaker 2: wholesome and a little bit more real. It's like you
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Speaker 2: go now and it's like, you know what you're getting
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Speaker 2: this up into, you know what you're setting up for,
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Speaker 2: and you know what's going to come out of it.
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Speaker 1: Yep.
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Speaker 2: So with me it was more I had no really
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Speaker 2: idea of what was going to turn out afterwards, and
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Speaker 2: then once I found out what did, I ran.
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Speaker 1: With them and so much came from it. How do
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Speaker 1: you reckon it affected your reputation?
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Speaker 2: Oh my god. I have worked my outside for the
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Speaker 2: past three or four years to show people that real me,
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Speaker 2: really real me, And yeah, it was hard.
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Speaker 1: It was so straight after the show.
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Speaker 2: What was it like either half the country loved you
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Speaker 2: and half the country literally hated your guts. And then
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Speaker 2: you throw in being a openly gay male on national TV.
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Speaker 2: Then that's even a different spander in the works because
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Speaker 2: back then it was quite new.
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Speaker 1: I can imagine. So can you talk me through I
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Speaker 1: guess five years ago on that show and then getting
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Speaker 1: the idea of starting luck Sticks what, Yeah, sort of
5:00
Speaker 1: head space or place where you and in your life
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Speaker 1: where you thought I'm going to start a business.
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Speaker 2: Going back, I've always had an entrepreneurial kind of mindset,
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Speaker 2: and my thing is I never wanted to work for
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Speaker 2: someone else. I hate working for someone else. I didn't
5:13
Speaker 2: want to do the nine to five job, even though
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Speaker 2: having your own business it's probably worse, so you're more passionate.
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Speaker 2: But you know, so I did the show. I came
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Speaker 2: off that my head space wasn't in a good space.
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Speaker 2: My mental health kind of took a toll, as it
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Speaker 2: does for I think a lot of maybe reality TV people,
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Speaker 2: I'm assuming. And then yeah, so I stayed in New
5:30
Speaker 2: Zealand for another twelve months, and then I decided to
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Speaker 2: pack my bags and leave and hit abroad and go
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Speaker 2: to Melbourne. Never been to Malbourne in my life.
5:38
Speaker 1: You hadn't been before you moved.
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Speaker 2: No no, So I was going to originally move to Sydney,
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Speaker 2: and it was the last minute I decided I want Melbourne,
5:45
Speaker 2: no idea what I was doing over there. And then
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Speaker 2: literally it was about five or six months later COVID
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Speaker 2: hit Yeah, so COVID had and I had literally I
5:54
Speaker 2: think I had five days to decide if I was
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Speaker 2: going to come home or stay there, and I just
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Speaker 2: had to stay in Melbourne with no idea. They closed
6:03
Speaker 2: the borders and I was stuff there. We had like
6:05
Speaker 2: eight pm coopy as you weren't allowed outside your house
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Speaker 2: past eight pm. There were police patrolling and you couldn't
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Speaker 2: leave your five column the radius. And then that's when
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Speaker 2: I kind of was just my brain was just ticking
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Speaker 2: and ticking and ticket. I know it sounds so stupid.
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Speaker 2: I just had this epiphany of COVID skincare. I rash
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Speaker 2: out to everything I was. I keep getting some skincare, Like,
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Speaker 2: I don't want to put ote other people's products. How
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Speaker 2: do I get on board and do my own thing?
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Speaker 2: And literally, I know it sounds so stupid, but I
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Speaker 2: just came out of this concept of claim usk and stick.
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Speaker 2: There was I said, oh my god, I need a
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Speaker 2: claim us on the stick and they start talking to
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Speaker 2: manufacturers and they start doing something. You can use this
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Speaker 2: time wisely to come out the other end and hopefully
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Speaker 2: have a successful business.
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Speaker 1: Do you remember where you were when you thought up
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Speaker 1: the idea?
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Speaker 2: I do. I remember I was at my partner's house
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Speaker 2: at the time, on the farm.
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Speaker 1: Yeah, I was speaking, you know, most people were like
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Speaker 1: I was in the shower. It was three.
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Speaker 2: Remember I was on a farm. I was literally there
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Speaker 2: on the farm, and I literally had not in COVID.
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Speaker 2: You couldn't do anything. You couldn't do anything. So I
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Speaker 2: just I was just thinking of ideas and ways and
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Speaker 2: I don't want to be depressed as how coming up
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Speaker 2: with no job.
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Speaker 1: Okay, that makes my next question a little bit more interesting.
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Speaker 1: I was going to ask, how do you formulate a
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Speaker 1: product and how involved are you? But I guess there's
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Speaker 1: kind of a spin on that when you're in lockdown
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Speaker 1: trying to create a product.
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Speaker 2: Trying to create a product. So I work with manufacturers,
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Speaker 2: and I've always known of that kind of background of stuff.
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Speaker 2: I've got friends who have had businesses, so I do
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Speaker 2: ask for help. Yeah, I think that's one thing A
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Speaker 2: lot of people don't do. I'm not afraid to ask
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Speaker 2: for help, even though I do feel but the same
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Speaker 2: time do asking for help there's a KIPI thing. I
7:31
Speaker 2: don't know. It's a proud Yeah, yeah, I don't feel
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Speaker 2: proud asking for help, but I've learned that's one thing
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Speaker 2: you've got to do if you want to succeed, ask
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Speaker 2: for help. If you know someone that's done something, please
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Speaker 2: help me. So I knew these people who have done
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Speaker 2: businesses and nothing like what I've done, and they just
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Speaker 2: connected me and I just started researching the hell out
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Speaker 2: of where to start?
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Speaker 1: Yep. And where do you start?
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Speaker 2: Where do you start finding the right manufacturers and then
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Speaker 2: dealing with them and then pretty much telling them your
7:54
Speaker 2: idea and your concept seeing if it's what they can do,
7:56
Speaker 2: and if they can't do that, then you make sure
7:58
Speaker 2: they give you the right person who can basically, and
8:00
Speaker 2: that sounds weird way, but yeah, you actually that you
8:04
Speaker 2: were for me. I made sure I don't want to
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Speaker 2: leave with the answers.
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Speaker 1: And how evolved are you in picking the formulation? Like
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Speaker 1: do they see you're there in the lab?
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Speaker 2: Hands on? So a lot of my product products and
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Speaker 2: manufactured up in Queensland and Australia, and then obviously the
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Speaker 2: boxes and all that come actually from Hong Kong and stuff,
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Speaker 2: because who wants to pay bloody double the price when
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Speaker 2: you can get it over there. I think most businesses
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Speaker 2: like that.
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Speaker 1: I actually get my made in New Zealand.
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Speaker 2: Yeah you do, I do know that. Yeah, how do
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Speaker 2: you do that? Have you talked about it? Or I
8:34
Speaker 2: did do some research because I always thought I was like,
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Speaker 2: that must be expensive.
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Speaker 1: It actually worked out to be round about the same.
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Speaker 1: I needed them really last minute, and now that I
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Speaker 1: order larger quantities, it kind of works out the same anyway.
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Speaker 1: And being able to just pop over to Albany and
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Speaker 1: work with the New Zealand manufacturer is pretty cool. I've
8:56
Speaker 1: changed one day, but for now.
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Speaker 2: It works for business. Goes it?
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Speaker 1: Yeah, exactly exactly. So when you launched lucksticks, you sold
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Speaker 1: out in under forty eight hours. Yes, and you brought
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Speaker 1: an over fifty thousand dollars in revenue.
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Speaker 2: Click around that.
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Speaker 1: Yes, what, Yes, that's wild.
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Speaker 2: I know that is I think I was looking at
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Speaker 2: the sales coming through and I was like, I know,
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Speaker 2: in that mindset, I know, it's like one of those things,
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Speaker 2: it's like, oh my god, I'm rich. What am I
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Speaker 2: gonna do all this money? And then you guys, I
9:19
Speaker 2: start thinking business yeap, and it's like, okay, well that's
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Speaker 2: not actually money for me, that's money for the business,
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Speaker 2: and this is what I need to use to settle up.
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Speaker 1: What was your strategy going into that launch, Because there's
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Speaker 1: a difference between someone like you who's purposefully building a
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Speaker 1: business and then going to launch it in someone like
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Speaker 1: me who on my launch day I was twenty one
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Speaker 1: and I made one sale to some guy in Auckland City.
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Speaker 2: And then all honestly, I didn't have a plan. I
9:47
Speaker 2: didn't have a plan. I just trusted my gup instinct
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Speaker 2: and I utilized the people around me who had social
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Speaker 2: media followings.
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Speaker 1: I was going to say, do you think that your
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Speaker 1: content creation and social media helped with that launch?
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Speaker 2: One hundred percent? Absolutely, because it was all online sales.
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Speaker 2: So if you think it was all online hours that
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Speaker 2: came through, they were all from people I knew, people
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Speaker 2: who loved me and they just wanted to help me
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Speaker 2: with my brain. And those are people I will forever
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Speaker 2: be grateful for because that's how it started.
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Speaker 1: It's such a cool story to say that you sold
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Speaker 1: out forty eight hours on your very first launch. Yes,
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Speaker 1: I don't think many businesses could say.
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Speaker 2: That awkward.
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Speaker 1: Question.
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Speaker 2: Oh no, I guess yeah, myself, I am impressing myself
10:27
Speaker 2: and I'm always striving to do better and more. And
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Speaker 2: like I said, I gues that what anyone else is.
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Speaker 2: But when it comes to mind openly talking about that.
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Speaker 1: But yeah, no, I feel that we've spoken about that
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Speaker 1: with a few people on here. Not even wanting to
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Speaker 1: share your business in the first couple of years because
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Speaker 1: you're a little bit awkward about it. But I think
10:42
Speaker 1: the further along you get, the easier it gets.
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Speaker 2: And I guess I'm getting there now. Yeah, at the
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Speaker 2: two year mark, I'm getting there.
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Speaker 1: Ah, two years, I'm at five now. Yeah, it's just
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Speaker 1: intertwined in me as a person.
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Speaker 2: It's just part of you. That's just a journey now
10:54
Speaker 2: and it's yeah, yeap.
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Speaker 1: Nobody knows me as George. On the street, they call
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Speaker 1: me board George. So the first product you launched was
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Speaker 1: a face mask and a stick. Yes, and you've launched
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Speaker 1: a second product, which is a sermon a stick.
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Speaker 2: Yes, We've got three rangers. So we did the clay masks.
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Speaker 2: So I started off with five five clay masks. We're
11:11
Speaker 2: now had nine clay masks also ten because we just
11:15
Speaker 2: did a limited edition one. What was that, honey? So
11:18
Speaker 2: that's where I partnered with a very well known New
11:20
Speaker 2: Zealand Kii icon here in New Zealand, so I worked
11:23
Speaker 2: with her. That's why I was in New Zealand doing
11:25
Speaker 2: a little tour. And then I went to add I masks.
11:28
Speaker 2: I think a lot of beauty brands with skincare underry
11:31
Speaker 2: ye have them.
11:32
Speaker 1: Yeah, I see someone Anderson advertising them.
11:35
Speaker 2: Yes, yeah, they're not a selling point. Perfect little add on, yes,
11:38
Speaker 2: a perfect add on. And then we launched our serum
11:40
Speaker 2: sticks the same format. We took serums and put it
11:43
Speaker 2: into a stick and a barm and made it easy
11:45
Speaker 2: and no fast and going well, you're going really well, Yeah.
11:48
Speaker 1: Your Vitamin C stick through our girls, through a loobe.
11:51
Speaker 1: You've seent me some products. And it was the weekend
11:53
Speaker 1: we had a girl a girl's weekend, and we're all
11:56
Speaker 1: sitting there smelling the Vitamin SEA stick for ten minute.
12:00
Speaker 1: It's trying to think of what nostalgic smell? What was
12:03
Speaker 1: it it was bringing us back to and we all
12:05
Speaker 1: landed on there's an orange fizzy drink in Australia that
12:09
Speaker 1: the four of us went on holiday and hat and
12:12
Speaker 1: it's it's kind of like a fan toy drink. Is
12:15
Speaker 1: it called sun something sun Kiss? Yes, and all of
12:20
Speaker 1: us threw it back to sunkissed.
12:22
Speaker 2: I had to try one tomorrow when they get back,
12:24
Speaker 2: and let's an it. Which one that does?
12:27
Speaker 1: Yeah, whether whether you meant to do that or not,
12:29
Speaker 1: we were both sitting there going, oh, it takes us
12:30
Speaker 1: back to like ten years ago and Ozzie hitting gold cost.
12:38
Speaker 1: So this is my favorite question to ask business owners
12:41
Speaker 1: because it's not all smooth sailing, and there are way
12:44
Speaker 1: more failures than what we like to show on social media.
12:48
Speaker 1: So what are some of the biggest mistakes you've made
12:49
Speaker 1: a long way? Maybe some products that didn't go to plan.
12:52
Speaker 1: I want all the stories.
12:53
Speaker 2: God, business failures. There's so much we don't talk about. Actually,
12:57
Speaker 2: because I'm so new to hold color grading is it?
12:59
Speaker 2: I don't know if it's about words color grading. So
13:01
Speaker 2: when you're designer and you work with the graphic designer,
13:02
Speaker 2: they send you packaging, they send you the color things.
13:05
Speaker 1: And we think in New Zealand we work a lot
13:06
Speaker 1: with I don't know if it's in Australia with Heck's colors,
13:09
Speaker 1: and in China they work with a system called Pantone
13:12
Speaker 1: its way less.
13:13
Speaker 2: This is so this is something that happens recently with
13:15
Speaker 2: my recent launch. When it first came, what I saw
13:19
Speaker 2: was totally different to what was printed.
13:21
Speaker 1: This has happened to every business owner.
13:23
Speaker 2: Was printed, but then all my images had what I
13:26
Speaker 2: thought it was going to look like. This is not
13:28
Speaker 2: what This is not what I've set myself up for.
13:32
Speaker 1: What we were discussing before about me geting packaging in Albany.
13:35
Speaker 1: The reason for that was that I tried in China
13:37
Speaker 1: for so long and I just wanted a beige, and
13:40
Speaker 1: the first sample came baby pink, and the second sample
13:43
Speaker 1: came baby blue, and I was running out of time,
13:45
Speaker 1: and that's why I went to someone in New Zealand
13:47
Speaker 1: so that I could actually go there and double check it.
13:50
Speaker 1: But the colors over there are really really hard and
13:53
Speaker 1: they've they've gotten most business owners at some point.
13:56
Speaker 2: Happened to me. Another one is I'm going to use
13:58
Speaker 2: the weekends that it's just gone. It's a good business learning,
14:02
Speaker 2: get your guests and get your people to the location
14:06
Speaker 2: a day before yeah, a day before and allow for
14:10
Speaker 2: the disruptions. So yeah, what happened was I flew into Christ.
14:13
Speaker 2: It's a little bit earlier, Vidy for our big day heads.
14:16
Speaker 2: What happened Christ is hard to have fog and that
14:18
Speaker 2: and the plan turned around and we had people out
14:20
Speaker 2: the door lighting up to see both of us and
14:22
Speaker 2: it didn't got a plan. So that was a big
14:25
Speaker 2: learning curve and the first for me.
14:27
Speaker 1: So you people lighting up out the door though.
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Speaker 2: Yes it was, it was really cool. And then but
14:31
Speaker 2: I didn't even see the pod Sae. It's so hard
14:32
Speaker 2: because I was like I saw the negative side of
14:34
Speaker 2: it rather than more the positive. And until now I'm like, okay, no,
14:37
Speaker 2: there's still people there, there's still people purchasing the product,
14:39
Speaker 2: there's still people who were coming down to see me
14:40
Speaker 2: and come see her, and but yeah, it was a
14:44
Speaker 2: just for a weekend.
14:44
Speaker 1: What were some of the early formulations, like did you
14:48
Speaker 1: have any that were just horrible?
14:49
Speaker 2: Hundred percent? Well, for me, the whole point of why
14:51
Speaker 2: I started the brand as well as I have sensed
14:53
Speaker 2: the skin and then to try your products and to
14:55
Speaker 2: work with the formulation I'm going to have to put
14:56
Speaker 2: products on my and it's going to rash out. So
15:00
Speaker 2: it's going to rash out in the matter what to
15:01
Speaker 2: make sure that these aren't ones that I only use.
15:03
Speaker 2: So that was one where I would definitely rash out
15:05
Speaker 2: and be prone to actually gives worse skin than what
15:08
Speaker 2: I wanted from these products. But now we've got there
15:11
Speaker 2: in the end, it's all been smooth sailing since hopefully
15:14
Speaker 2: touched with ye And I.
15:15
Speaker 1: Guess the further you get into it, you now know
15:17
Speaker 1: what ingredients you want to get away.
15:19
Speaker 2: And I think this day and age, you need natural ingredients.
15:23
Speaker 2: And don't know if it's just our generation or what's
15:26
Speaker 2: been pushed out there, but you need natural ingredients and
15:28
Speaker 2: that's what they push.
15:29
Speaker 1: So one of the main things I wanted to talk
15:32
Speaker 1: to you about was PR because you've had a lot
15:34
Speaker 1: of PR in your time. What's the importance of PR
15:39
Speaker 1: in your marketing strategy and how do you think that
15:42
Speaker 1: affects both your personal brand and lux Sticks as a brand.
15:45
Speaker 2: So my background, actually I probably should have started this
15:48
Speaker 2: is PR?
15:49
Speaker 1: Is it?
15:49
Speaker 2: Yes?
15:49
Speaker 1: Oh well that makes a lot more sense then because
15:51
Speaker 1: I see your face everywhere.
15:52
Speaker 2: So my background is marketing and PR. So that has
15:55
Speaker 2: helped me a lot with my own personal brand and
15:57
Speaker 2: twining that with luck Sticks and that. But it's when
15:59
Speaker 2: I outed luck Sticks is I utilized my PR experience
16:02
Speaker 2: and that. But then I kind of had to learn
16:04
Speaker 2: to delicate PR is really good. I think PR is
16:06
Speaker 2: definitely good. Now, maybe I expect that I don't have
16:12
Speaker 2: to work for it any and that sounds so stupid
16:15
Speaker 2: because you see all this stuff coming through and then
16:16
Speaker 2: it's like, oh my god, all this good work, all
16:18
Speaker 2: the stuff, people love it, and then when you don't
16:19
Speaker 2: have it, it's like, oh my god, am I doing
16:21
Speaker 2: something wrong? And then something might pop up and say, oh,
16:22
Speaker 2: I'm doing something good, and then yeah, I don't know.
16:24
Speaker 2: But I'm definitely on the going to get a PR person,
16:26
Speaker 2: So yep, So I'm definitely getting the PR person to
16:29
Speaker 2: jump on board so I don't have to focus on that.
16:30
Speaker 1: And why do you think you need it when you're getting.
16:33
Speaker 2: Because I want I want hurt different markets. Oh yes,
16:35
Speaker 2: so I want tohur different markets. That's my main thing.
16:37
Speaker 2: So hints we'll probably jump on this topic eventually, but hints.
16:40
Speaker 2: Why I took on this TV show that I'm doing
16:43
Speaker 2: in Australia is there's a whole stategy behind it. There's
16:45
Speaker 2: a whole staledgyum behind it because it's heaving a market
16:47
Speaker 2: that I can't help without that.
16:49
Speaker 1: Exactly yeah, exactly. So week she have tests in the
16:53
Speaker 1: studio with us today. Who is my PR agent? And
16:56
Speaker 1: I thought it would be great to bring her on
16:58
Speaker 1: for a couple of questions just to give our listeners
17:00
Speaker 1: some tips on how to get effective PR for their brands.
17:03
Speaker 1: H T Hi, thanks for having me. This is fun.
17:06
Speaker 1: We've never had three people, which you have had four
17:09
Speaker 1: producer PIXI here, two Zone Wag. I've got a little
17:12
Speaker 1: gang going on here. How are you?
17:14
Speaker 2: I'm good?
17:14
Speaker 3: Thanks for having me.
17:15
Speaker 1: So I'm going to keep this short and sweet because
17:17
Speaker 1: I'm thinking we could do a fun little bonus episode
17:19
Speaker 1: at some stage and really delve into PR. Sure, but
17:22
Speaker 1: I want you to give us your top three tips
17:24
Speaker 1: for our listeners on how to secure media coverage for themselves.
17:28
Speaker 3: It's a hard one securing it for yourself, but I
17:30
Speaker 3: understand that any kind of new business, it might be
17:32
Speaker 3: something that they want to try.
17:33
Speaker 1: Exactly, So I think the.
17:35
Speaker 3: Key things you need to do these are kind of
17:38
Speaker 3: things I actually tell my clients to do as well.
17:41
Speaker 3: Even when I'm assisting them with coverage. I think it's
17:43
Speaker 3: really important is to work out who the key journalists are.
17:47
Speaker 3: So say you've got a beauty product, work out who
17:49
Speaker 3: those beauty editors are and follow them, like their posts,
17:53
Speaker 3: engage with them, make them realize who you are. At
17:57
Speaker 3: the same time, obviously find out you know, maybe their
17:59
Speaker 3: personal contact detail, that their work contact details, and send
18:03
Speaker 3: them a pitch so know the outlet, know what they
18:06
Speaker 3: would cover, and then like try to tailor your pitch
18:09
Speaker 3: to hit those targets. And then the other thing I
18:12
Speaker 3: would do is in them the product. Yeah, you're never
18:14
Speaker 3: going to get a beauty review if you've got a
18:17
Speaker 3: beauty product if you're not sending the products to the journalist, definitely.
18:20
Speaker 3: So those would be the kind of the key three
18:22
Speaker 3: things to start and to and to keep keep going,
18:25
Speaker 3: you know.
18:26
Speaker 1: Too persistent, it'd be persistent. How much do you reckon
18:29
Speaker 1: you've give? How much product do you reckon? You've given
18:30
Speaker 1: away to media?
18:32
Speaker 2: A lot? I've seen a lot, and sometimes it's it's
18:36
Speaker 2: hard work because that's costing us as a business. It's
18:39
Speaker 2: the same with you when you send to influencers and
18:40
Speaker 2: they don't do anything and it's like, I don't expect.
18:43
Speaker 1: You to do something, but you're doing it just in case.
18:45
Speaker 2: You're doing it just in case. And then a lot
18:47
Speaker 2: of the time, let's say, for me, the influencers or
18:51
Speaker 2: use it, you know, the content creators or whoever I
18:52
Speaker 2: use to help push the brands, they allude to the
18:56
Speaker 2: fact that they are going to do something.
18:57
Speaker 1: Yeah.
18:57
Speaker 2: For example, they're like, oh, yes, please send that, but
18:59
Speaker 2: can you please send three more products? Says like I'd
19:02
Speaker 2: love to try that and create some content. And then
19:03
Speaker 2: you send all this stuff and it's like, okay, I
19:05
Speaker 2: waiting for the content and then nothing comes to it.
19:08
Speaker 2: So that can be actually quite frustrating.
19:10
Speaker 1: Oh definitely.
19:11
Speaker 2: Also, I started off I guess influencing, and I don't
19:13
Speaker 2: really do it now, but I understand influencer side, but
19:17
Speaker 2: now as a business owner, I really sometimes can't stand
19:20
Speaker 2: by the influencers. I really can't stand that.
19:22
Speaker 1: Yeah, I think tests. And I had one recently we
19:25
Speaker 1: sent out to we send h maybe yeah, I think so,
19:28
Speaker 1: and we hadn't heard back from any and we just
19:31
Speaker 1: completely missed Olivia Molly Rogers wearing my sunglasses in a
19:35
Speaker 1: get Ready with Me.
19:36
Speaker 3: Video and posted it and I'm not sure, just completely
19:41
Speaker 3: completely missed it.
19:42
Speaker 1: I was just scrolling through the tags one day and
19:44
Speaker 1: I went, oh, the skills, real hot. Look at her,
19:46
Speaker 1: Oh my god, nice jumpsuit. She's wearing my sunnies.
19:50
Speaker 2: Oh my god.
19:50
Speaker 3: And I could test because I noticed the jump suit,
19:53
Speaker 3: but I think she kind of shows the glasses like
19:55
Speaker 3: a little sattle way in. So I'd actually seen the
19:57
Speaker 3: beginning of the post and hadn't even noticed it.
20:00
Speaker 1: So yeah, and then when you land something like that,
20:04
Speaker 1: it is so exciting and it makes another seven of lost.
20:06
Speaker 1: It is worth it. But yeah, you've just got to
20:10
Speaker 1: keep your keep your eye on the ball and don't
20:12
Speaker 1: miss those because we missed that opportunity by a week
20:15
Speaker 1: to really like utilize it.
20:16
Speaker 2: While it comes to the cost, sometimes I think people
20:19
Speaker 2: think free product doesn't cost much, so you don't go
20:22
Speaker 2: down to countdown and say, oh, can I try this
20:25
Speaker 2: and if that like it, I'll put it back on
20:26
Speaker 2: the shaft the chick.
20:28
Speaker 1: Can you imagine?
20:29
Speaker 3: I think it's having those clear deliverables, though you obviously
20:32
Speaker 3: can't do that with media media. You have to really
20:35
Speaker 3: be like, look, there's twenty journals that I'm going to
20:37
Speaker 3: send it to hopefully I get three or four, you know,
20:39
Speaker 3: and I'd say that's a pretty yes. But with influencers,
20:44
Speaker 3: it's being really clear. I will send you this, but
20:47
Speaker 3: I'm expecting this back. Yeah, And if you're clear on
20:50
Speaker 3: those deliverables and you've almost got a little bit of a.
20:53
Speaker 1: A contract, I can go, Yeah, do you have any
21:01
Speaker 1: equal luck sticks today?
21:03
Speaker 2: I don't, but I know you do. I know you do.
21:07
Speaker 2: Think you would think the owner of the Brain would
21:09
Speaker 2: bring like sticks. But I had to get them away
21:11
Speaker 2: yesterday and I was like, shoot, do I go into
21:13
Speaker 2: the pharmacy to get some.
21:14
Speaker 1: It's actually ironic because as a sunglasses brand, do.
21:17
Speaker 2: You glasses on you? No?
21:18
Speaker 1: I have about twenty to thirty peers in my car downstairs.
21:21
Speaker 2: Okay, we're going to car after them, but I will.
21:23
Speaker 1: Always forget to put them in my handbag. And I'm
21:26
Speaker 1: getting much better. But maybe like two years ago, I
21:29
Speaker 1: would never have a peir on me.
21:31
Speaker 2: I mustn't met well claims. But harder we're using them
21:33
Speaker 2: when you have to wash them off after. Yeah, but
21:34
Speaker 2: the serum sticks I have everywhere. Really literally, I have
21:37
Speaker 2: a different jacket on before I came, and it's always
21:39
Speaker 2: in my jacket pocket.
21:40
Speaker 1: Oh, we're going to test one of your sticks today, okay,
21:42
Speaker 1: but I'm going to get you to put it on me, okay,
21:43
Speaker 1: so that it looks good.
21:45
Speaker 2: Ever Cardo one, the ever Color one, which is good
21:47
Speaker 2: for every day. It's with planers. It's moisture.
21:50
Speaker 1: Yeah, give me, give me the avocado petch Well color.
21:52
Speaker 2: The Evercarlo one is good if you've got dry skin
21:54
Speaker 2: or if you just want to add moisture back into
21:56
Speaker 2: your skin. So this is one that we It's quite popular.
21:58
Speaker 2: If you want to use kind of a few days,
22:01
Speaker 2: just pop it up. This is really weird. I've never
22:05
Speaker 2: applied the license to some of space. What the first?
22:08
Speaker 1: What? Oh, I'm so glad to be your first. I
22:14
Speaker 1: always feel like I do a really good job around
22:17
Speaker 1: the outside of my face, and then when it comes
22:19
Speaker 1: to doing my nose and like my brow, that's where
22:22
Speaker 1: I screw it up. Yet it's so cold.
22:24
Speaker 2: I think that's I'm being very gentle with it.
22:28
Speaker 1: This is the main reason I like these is because
22:30
Speaker 1: they feel like those cooling balls.
22:34
Speaker 2: Are those sculpting cooling things you.
22:35
Speaker 1: Pop on theory, How how does it feel cool?
22:44
Speaker 2: It's so nice makeup?
22:46
Speaker 1: Yeah, Well, makeup's not cooling. This is like cooling.
22:50
Speaker 2: I'm just trying to do this.
22:51
Speaker 1: This is the bit that I can't do, the little
22:53
Speaker 1: bit in between the eyebrow.
22:55
Speaker 2: Whoairs?
23:01
Speaker 1: How do you get it to cool when you put
23:03
Speaker 1: it on your skin?
23:04
Speaker 2: It's just the sun. I keep my approaching on me.
23:09
Speaker 2: So I have a little beauty fridge. You have a beauty,
23:12
Speaker 2: little beauty fridge.
23:13
Speaker 1: Oh that sounds lush. I'm going to do that while
23:15
Speaker 1: we let our skin rate and marinate. I wanted to
23:19
Speaker 1: ask you. I'm going to say, this is one of
23:21
Speaker 1: your proudest moments. I don't know. I've read a million
23:23
Speaker 1: articles of you and this is one of the top things.
23:27
Speaker 2: Oh, come on, no, no, I'm just I'm just thinking what
23:28
Speaker 2: you're going to help me with?
23:29
Speaker 1: Landing Forbes Australia.
23:31
Speaker 2: Ah, yes, yes, how did they come about? They just
23:34
Speaker 2: reached out to me. The reached out to me and
23:36
Speaker 2: they actually ask for samples. Really yeah, so obviously they
23:39
Speaker 2: mustn't did research online. So I see them samples and
23:42
Speaker 2: then I got an email one day saying congratulation, here's
23:45
Speaker 2: your here's your photo, here's the media article. If you
23:48
Speaker 2: want to share, You're more than to share.
23:49
Speaker 1: Well, for those who don't know, it's the Forbes Australia
23:52
Speaker 1: Top one hundred Entrepreneurials list for twenty twenty three.
23:56
Speaker 2: Yeah, last year, so not this year. So yeah, it
23:58
Speaker 2: was last year, not this year. But yeah, that was
24:02
Speaker 2: last year. So I think that actually having that really
24:04
Speaker 2: did help. I think people maybe take me cerrus with business. Yes,
24:08
Speaker 2: so that was that was amazing actually for me to
24:10
Speaker 2: share that and talk about it and yeah, that was
24:12
Speaker 2: really it was really good from a business point of view.
24:14
Speaker 1: I can imagine.
24:15
Speaker 2: Sometimes people can take can't take people from social media crush.
24:19
Speaker 1: I agree with that, and it's.
24:21
Speaker 2: Like, well, we are people as well, but we also
24:22
Speaker 2: came run the business successfully too.
24:24
Speaker 1: Do you reckon that helps you land, which we're going
24:26
Speaker 1: to go into now, your role of host for your
24:29
Speaker 1: own TV show?
24:31
Speaker 2: Possibly? Yeah, actually I've never never we've never talked about it,
24:34
Speaker 2: but it possibly could have. Yeah, I guess I'm quite
24:37
Speaker 2: new in Fridgeon to the New Zealand Australian market. I
24:39
Speaker 2: guess when it comes to media and that apart from
24:40
Speaker 2: Daily Mail which they just love to write in your story,
24:44
Speaker 2: but yeah, possibly could it could have helped. And because
24:46
Speaker 2: the TV show that I'm doing this talking about business
24:48
Speaker 2: and talking about entrepreneurs and kind of going down that
24:51
Speaker 2: kind of route. So yeah, it could have actually really
24:53
Speaker 2: helped and got noticed that way. Yeah, what's the name
24:55
Speaker 2: of the show, Take your Shot?
24:57
Speaker 1: Take Your Shot? And it's all about.
24:59
Speaker 2: Taking shot with samul Lebo. So it's all about why
25:01
Speaker 2: did you take your shot in business? Whether you fail,
25:04
Speaker 2: whether your succeed. So it's similar to actually what you're
25:06
Speaker 2: doing here as a podcast in TV format, but in
25:08
Speaker 2: TV format and streaming services and yeah, just bringing entrepreneurs
25:12
Speaker 2: on that I think have a really great story and
25:15
Speaker 2: basically it's really actually about people who don't have a
25:17
Speaker 2: business background and why they decided to take the shot,
25:20
Speaker 2: whether they lift their KFA job or do they I
25:22
Speaker 2: love that, live to do whatever. There's too found something
25:25
Speaker 2: or do something you can really believe in that.
25:26
Speaker 1: Yeah, yeah, pretty much the same thing you've stole.
25:29
Speaker 2: You've stolen, I know, but it's in a TV format.
25:31
Speaker 1: So what's doing TV like? Is it a nice contrast
25:35
Speaker 1: to working on luck sticks?
25:36
Speaker 2: Going? Yeah, one hundred percent. So obviously, I mean working
25:39
Speaker 2: in business it's not glamorous at all.
25:41
Speaker 1: No, sitting here, it's not glamorous.
25:45
Speaker 2: That you sit there half the time. I'm in gym
25:47
Speaker 2: gear half the time, and I'm sitting there stressed as
25:49
Speaker 2: how behind the laptop emailing or hustling or doing something.
25:52
Speaker 2: So to step away like once a week to go
25:54
Speaker 2: and film and do stuff and meet these inspiring people
25:56
Speaker 2: that bring on it is nice and need to have
25:58
Speaker 2: a little like office that's a little bit more glamorous. Yeah,
26:01
Speaker 2: like jumping from the camera feeling good and interesting up,
26:03
Speaker 2: but it's really nice.
26:04
Speaker 1: What was the process like of landing the role?
26:07
Speaker 2: They interviewed me as in I went on the show
26:09
Speaker 2: to talk about luck sticks? No, yes, I'm on the
26:11
Speaker 2: show or when on one of the show's there to
26:13
Speaker 2: talk about luck sticks quite a few times. And then
26:15
Speaker 2: I only actually found this out recently when I talked
26:17
Speaker 2: to the founder of the network who watched my show,
26:20
Speaker 2: and he's like, oh my god, he's really passionate about
26:22
Speaker 2: his brand, which I would hope anyone who owns a
26:25
Speaker 2: businesses he's really passionate about his brand. He loves talking
26:27
Speaker 2: to people. Would he want to do something with us?
26:30
Speaker 2: And I still remember the call when they called me
26:32
Speaker 2: when I left afterwards and they asked me, oh, my
26:35
Speaker 2: god to be thought about to show, and I was like,
26:37
Speaker 2: absolut bloody lutely I will be doing it, Like you'll
26:39
Speaker 2: be stupid not to do it. Yeah, And it just
26:42
Speaker 2: kind of all happened from there.
26:43
Speaker 1: That gives me little tangles of when I.
26:45
Speaker 2: Got the call about this podcast, I excited.
26:46
Speaker 1: Oh my god. I was in the doctor's practice screaming
26:49
Speaker 1: of subsiders.
26:50
Speaker 2: And it's like, oh my god, Like if these people
26:51
Speaker 2: believe in me, that means I'm doing something right. I'm
26:53
Speaker 2: doing something good.
26:54
Speaker 1: And then going back to what you mentioned before, this
26:57
Speaker 1: you're kind of using as a platform to boost into markets.
27:00
Speaker 1: So how are you gonna intertwine the two?
27:04
Speaker 2: The network in the streaming services much bigger actually in
27:06
Speaker 2: the UK and the US. When I when I'm there
27:08
Speaker 2: and I interviewed me, when they see what snicks for
27:11
Speaker 2: like sticks, I said, I really want to tap into
27:12
Speaker 2: the UK and US market. That's what got the MAXT.
27:15
Speaker 1: So when they come to New Zealand and look for
27:16
Speaker 1: a host, that's what I should.
27:17
Speaker 2: Say, Yes, be like, I want to tap into the
27:19
Speaker 2: explansive market. But that's what that was the thing actually
27:21
Speaker 2: why they they were like, oh, he wants to tap.
27:23
Speaker 2: We did help them and this could be great for US.
27:25
Speaker 2: And yeah, so they they're bigger than the UK and
27:27
Speaker 2: the US. They do have streaming services in Australia. But
27:30
Speaker 2: that was my goal. I'm like, I really want to
27:32
Speaker 2: just tap into the US and UK market and if
27:33
Speaker 2: there's an easier, kind of more organic way to do that,
27:35
Speaker 2: then this is the end. I'm not a stranger in
27:38
Speaker 2: front of the camera. Yeah, it kind of worked out
27:40
Speaker 2: a little bit more natural for me.
27:41
Speaker 1: Yeah, would have been some of the highlights of the
27:43
Speaker 1: TV show so far.
27:45
Speaker 2: I just love having guests on and then then sharing
27:47
Speaker 2: it and then being so excited. Yeah, I mean it's
27:49
Speaker 2: going to be like that's when I when I share this,
27:50
Speaker 2: I'm so excited because I'm like, oh my god, I'm
27:51
Speaker 2: doing something different. I'm talking about my brand and it's
27:53
Speaker 2: seeing these people get so excited to have this opportunity
27:55
Speaker 2: to talk about the brands or the platform on this
27:57
Speaker 2: network and be seen literally in from the thousands, all
28:00
Speaker 2: one hundred thousand of people who was watching. So yeah,
28:03
Speaker 2: that was my thing. And I do want to bring
28:04
Speaker 2: some kiwis on as well, so that was part of it.
28:06
Speaker 2: I want to bring on a few ki entrepreneurs because
28:08
Speaker 2: I know when I was starting out, I wish I
28:10
Speaker 2: had people like that to help you, and unfortunately I didn't.
28:14
Speaker 1: So yeah, yeah, no, kind of the same here, like
28:17
Speaker 1: bringing these small businesses into a different realm of an audience.
28:21
Speaker 2: Yes, I think it all helps, and I think it's
28:24
Speaker 2: I'm all about connection and being in front of people
28:27
Speaker 2: and talking to people as well. So I think having
28:29
Speaker 2: the men and talking and connecting, you just never know
28:30
Speaker 2: what comes.
28:31
Speaker 1: Out of something exactly exactly. That's why you've got to
28:33
Speaker 1: keep your network really wide and do all the opportunities
28:36
Speaker 1: that come your way, because you might meet somebody and
28:39
Speaker 1: then in three years time an opportunity will come through
28:41
Speaker 1: that person.
28:41
Speaker 2: Absolutely absolutely, so always going to things with open mind.
28:45
Speaker 1: I think that's a good way to wrap it up.
28:46
Speaker 1: But I'm going to finish off with one last question. Yes,
28:50
Speaker 1: are you proud of everything that you've achieved?
28:53
Speaker 2: I am, yes, No, I actually am really proud. That
28:55
Speaker 2: it's hard to sit back sometimes and take it all
28:57
Speaker 2: them because as a business owner you've got a million
29:00
Speaker 2: has gone on in your head. But yeah, no, I
29:02
Speaker 2: am proud. I always said I don't want to be
29:04
Speaker 2: where I was five years ago, and then I want
29:06
Speaker 2: to be even more successful and more proud in another
29:09
Speaker 2: five years. So yeah, no, I'm proud. That's a really
29:12
Speaker 2: good question. Thank you. Yeah.
29:13
Speaker 1: I love that We've had a real array of answers.
29:15
Speaker 1: But I love it when someone can straight up, without hesitation, say.
29:18
Speaker 2: Yes, yeah, I'm proud.
29:20
Speaker 1: Now, next time somebody asks you in the gym.
29:23
Speaker 2: Yeah, what you do for work, I'm going to say it.
29:25
Speaker 2: You're going to say it because very big tall poppy syndrome. Oh,
29:29
Speaker 2: it's very That's part of the reason why I live
29:31
Speaker 2: the country.
29:31
Speaker 1: Definitely. Do you not think it's worse in Australia Because
29:34
Speaker 1: I'm nots of podcast I listened to the Australians say
29:36
Speaker 1: that Australia is the worst of the world.
29:38
Speaker 2: I would say is, But because I'm not Australian, I
29:40
Speaker 2: feel like it often doesn't happen to me there, which
29:42
Speaker 2: is a beneficial thing. Yeah, but I understand you. When
29:46
Speaker 2: I'm back here, Oh my god, that happens lift Center.
29:48
Speaker 1: Yes, exactly, the sick and you have a little bit
29:50
Speaker 1: of success, people.
29:51
Speaker 2: Are oh my god, ran on your parade. Yeah. So
29:55
Speaker 2: I slid myself from that and has gone into a
29:56
Speaker 2: new market and freshers fresh mind.
29:58
Speaker 1: Yeah, yeah, I think another way to look at it
30:00
Speaker 1: as well as if people are looking down on you,
30:02
Speaker 1: they're not your people, and move on and find the
30:06
Speaker 1: people that. Yeah, and that's kind of how I found
30:09
Speaker 1: the business. Girls that are found and doing as we do.
30:13
Speaker 1: When you find your people, you're welcome to join our
30:16
Speaker 1: little a little gang, yeah, a little business gang, a.
30:18
Speaker 2: Little girls club. Jumping business is lonely. I mean, I
30:25
Speaker 2: know we keep talking, but no business can be lonely.
30:29
Speaker 1: But anyway, I'm going to wrap it up there before
30:32
Speaker 1: we go over. Thank you so much for coming on.
30:34
Speaker 1: It has been so much fun. We could cook much longer,
30:38
Speaker 1: but we can do that over on Centis.
30:40
Speaker 2: Yes, but thank you for giving me this opportunity. It's
30:42
Speaker 2: been great.
30:42
Speaker 1: You're welcome, it's been fun.
30:44
Speaker 2: You wash our face off.
30:48
Speaker 1: Thanks for listening. Boor to Boss is a zi M
30:50
Speaker 1: podcast for iHeartRadio with me Georgia Patton. This episode was
30:54
Speaker 1: produced by Pixie Copperrell, engineered by me Couldn't Call It
30:58
Speaker 1: with production help from If you liked it, hit subscribe
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Speaker 1: and make your business idea a reality