Latest / Influencer Confidential / How @guesswheretrips Chooses Their Influencer Collabs - [Creator Currency Ep. 8]

Transcript

How @guesswheretrips Chooses Their Influencer Collabs - [Creator Currency Ep. 8] · Influencer Confidential

0:00
Speaker 1: Hey everyone, and welcome to today's episode on Influencer Confidential.
0:04
Speaker 1: I'm so excited to introduce to you guys not only
0:06
Speaker 1: someone on the brand side, but someone I'd become friends with,
0:09
Speaker 1: Jessica Off. She is the founder of guests Where Trips,
0:12
Speaker 1: and I'm sure Jessica is going to explain a little
0:14
Speaker 1: bit more about her amazing company. She basically produced these
0:17
Speaker 1: one day self guided mystery tours. They come in for envelopes.
0:21
Speaker 1: I myself and my family have done one really get
0:24
Speaker 1: families out there road tripping, exploring, creating. I actually met
0:28
Speaker 1: her through a mutual influencer friend, Olga from the Mini
0:33
Speaker 1: Jet Center, who's an amazing travel creator, and she introduced
0:35
Speaker 1: us and Sidewalker Daily consulted guestworre Trips on some of
0:39
Speaker 1: their influencer marketing initiative. So we're actually hired by Jessica,
0:42
Speaker 1: and I asked her, can you come on this podcast,
0:44
Speaker 1: share the brand side, give the Sidewalker community an inside
0:48
Speaker 1: look of what you look for, you know, kind of
0:50
Speaker 1: things that me and her talked off screen about, and
0:53
Speaker 1: let you guys into that brand perspective. So, without further ado,
0:56
Speaker 1: let's go ahead and welcome Jessica to Influencer Confident. Welcome Jessica.
1:01
Speaker 1: I'm so pumped for doing this.
1:02
Speaker 2: Thank you. I'm so excited to be talking about this.
1:05
Speaker 1: I love this. Yeah, And it's such a natural connection
1:07
Speaker 1: for me and jess because we just have so much
1:09
Speaker 1: in common life from motherhood to entrepreneurship, for love of travel,
1:13
Speaker 1: creator economy, and I think that what I'm really excited
1:16
Speaker 1: just to kind of dive into today is that brand
1:19
Speaker 1: perspective like I had bring on so many creators onto
1:22
Speaker 1: the podcast. We're always talking about creator monetization and creator
1:25
Speaker 1: this and creator that. But you're going to give us
1:27
Speaker 1: the other side before we dive into the nitty grittyville.
1:31
Speaker 1: Let's start with the basics, because I think your company
1:35
Speaker 1: is so cool and so interesting, So can you just
1:37
Speaker 1: start us off by letting us know kind of the
1:39
Speaker 1: story about guest work trips and how you You know,
1:42
Speaker 1: people that are listening may not even know what you
1:45
Speaker 1: guys do, so let us into kind of like that
1:47
Speaker 1: beginning side of how you got started. Absolutely.
1:49
Speaker 2: So, I started the company about five years ago, and
1:51
Speaker 2: I wanted to really make a very special, tangible experience
1:57
Speaker 2: present for my parents. They love road tripping, have a
2:00
Speaker 2: million like knickknacks and things like that, so I wanted
2:03
Speaker 2: to get them an experience. So we created this road
2:05
Speaker 2: trip itinerary. It was an overnight itinerary, and I'm like,
2:08
Speaker 2: you know, I don't want to just print off an itinerary.
2:09
Speaker 2: I want to make it into something even more special.
2:12
Speaker 2: So I planned it into four mystery stops, so they
2:14
Speaker 2: had no idea where they were going, and they basically
2:17
Speaker 2: got it as a Christmas gift and I said, you know,
2:19
Speaker 2: open this on April eleventh, I.
2:22
Speaker 1: Think it was, it was like exactly six years ago.
2:24
Speaker 2: And so anyways, they opened up the first envelope and
2:27
Speaker 2: it took them to stop one, and then they opened
2:29
Speaker 2: up the second envelope. It took them to stop two,
2:31
Speaker 2: just like very unique, like hidden gem funky roadside stops
2:36
Speaker 2: along the way, and it took them to a really
2:38
Speaker 2: cool place called Prince Edward County and they spent the
2:41
Speaker 2: night there. And I loved creating that experience for them
2:44
Speaker 2: so much I decided to start a business out of it,
2:46
Speaker 2: and it kind of morphed into just one day road trips.
2:48
Speaker 2: We started in Ontario and now we're in something like
2:51
Speaker 2: fifteen states and four provinces and have ten staff and
2:55
Speaker 2: it's just been a lot of fun. Like what we
2:57
Speaker 2: do is a lot of fun. We're all of using
3:00
Speaker 2: local businesses. We're all about exploring your own backyard, not
3:03
Speaker 2: just finding new places to see and do, but also
3:06
Speaker 2: learning about your own backyard.
3:08
Speaker 1: So it's kind of like, yeah, how many places are
3:10
Speaker 1: you guys? Now?
3:11
Speaker 2: We're in like yeah, fifteen fifteen states and we keep
3:14
Speaker 2: on growing and four provinces and a lot of the
3:16
Speaker 2: growth happened because of content creators.
3:20
Speaker 1: So and that's what I want to talk about, right,
3:22
Speaker 1: So a lot just to kind of recap guys. So
3:24
Speaker 1: ess has you know these road trips and over fifteen
3:27
Speaker 1: states here in the US, obviously in Canada as well,
3:29
Speaker 1: where the company originated. So I'm assuming you have a
3:32
Speaker 1: very local influencer push. So local influencers for you are
3:36
Speaker 1: probably King and Queen, right, Like, if you have a
3:39
Speaker 1: road trip in California, you're gonna want to work with
3:41
Speaker 1: California creators, right, or do you have a road trip
3:43
Speaker 1: in Florida? Idea of like, hey, let's work with a
3:45
Speaker 1: maybe smaller creator, but one that has that local hyper local. Yeah,
3:50
Speaker 1: that's super hyper local and That's interesting because I think
3:52
Speaker 1: a lot of creators get afraid to niche down or
3:55
Speaker 1: pigeonhole themselves. But this is just an example that there
3:59
Speaker 1: is opportunity to like in your case, if you are
4:01
Speaker 1: a local creator in one of the fifteen states that
4:04
Speaker 1: just those road trips are in, you're ahead of the
4:07
Speaker 1: curve versus maybe a big, top level creator that's general travel.
4:10
Speaker 1: Would you agree exactly, It's We almost only ever.
4:14
Speaker 2: Look for hyperlocal creators whoere it's like, you know, showcasing
4:18
Speaker 2: the best hidden gems and things to do in California
4:22
Speaker 2: or in around Boston. You know, very very specific. That's
4:26
Speaker 2: worked the best for us. We have worked with bigger
4:29
Speaker 2: creators who, you know, they have a following almost around
4:32
Speaker 2: the world, but a large percentage of their following wouldn't
4:35
Speaker 2: use our product because we don't have a trip in
4:38
Speaker 2: their areas. So hyper local works the best for us.
4:41
Speaker 2: And I love that We're talking really gritty here, because
4:44
Speaker 2: if you're working with a brand and this is where
4:46
Speaker 2: the creator is listening, and you know your market like
4:49
Speaker 2: where you live right or where the majority of your
4:51
Speaker 2: audience is from, they don't have access to that product.
4:54
Speaker 2: Maybe it's overseas shipping or in your case, the road
4:57
Speaker 2: trip is literally not available. You're automatically not you know,
5:00
Speaker 2: a contender for the campaign. You mentioned briefly that you've
5:04
Speaker 2: been able to scale so quickly mostly because of social
5:06
Speaker 2: media and content creators. Your brand is incredibly instagrammable, incredibly
5:12
Speaker 2: like it's almost like it was born for TikTok, you know,
5:14
Speaker 2: and you probably I don't know if that was intentional
5:16
Speaker 2: from the start. I know you said you did it
5:18
Speaker 2: for your parents, but was that part of the plan
5:21
Speaker 2: all along, like, or how did social media kind of
5:25
Speaker 2: help blow the business up? Because again I look up
5:28
Speaker 2: all content that's created around your brand, and it's so
5:31
Speaker 2: social friendly.
5:31
Speaker 1: It's like the perfect storm. It really worked out well
5:34
Speaker 1: for us.
5:35
Speaker 2: I mean I wanted to make something a little bit
5:36
Speaker 2: different again, something more like a tangible experience.
5:40
Speaker 1: And then I realized.
5:41
Speaker 2: I had no money when I was starting up the business,
5:43
Speaker 2: Like I literally started with eighty dollars. I went and
5:45
Speaker 2: bought a printer. The only way to grow this was
5:48
Speaker 2: through Instagram. Like, I had no money to put it
5:50
Speaker 2: towards ads.
5:51
Speaker 1: Or anything like that. So I just had to get creative.
5:55
Speaker 2: And I knew that if I could make it as
5:58
Speaker 2: like pretty enough that it would.
6:00
Speaker 1: Translate really well.
6:01
Speaker 2: And then of course Covid helped us in a way
6:03
Speaker 2: because at that time people wanted to stay local, so
6:07
Speaker 2: it was a mix and a lot of people were
6:09
Speaker 2: on their phones on TikTok on Instagram looking for things
6:12
Speaker 2: to do.
6:13
Speaker 1: And I love that you create such a visual experience.
6:16
Speaker 1: So for you guys that you know, maybe they're listening
6:18
Speaker 1: and you can't see, but when you look, when you
6:20
Speaker 1: learn about guests for trips, it's not hey, here's a
6:22
Speaker 1: piece of paper, here's a little itinerary, right, It's very
6:25
Speaker 1: experience experiential. Right, you're getting these beautiful envelopes. I remember
6:30
Speaker 1: when I got my package there was ribbon on it,
6:33
Speaker 1: like I was like, am I getting a gift? You know,
6:36
Speaker 1: there's a process of unpacking, right, and this is very
6:40
Speaker 1: creator centric because we love these sort of spaces like
6:42
Speaker 1: if we just had to print you know something, And
6:44
Speaker 1: I know there's printable versions, but you know, I personally
6:48
Speaker 1: loved your the whole experience of the envelopes and opening.
6:52
Speaker 2: Unboxing, Like unboxing is a big thing on Instagram, mixed
6:55
Speaker 2: with travel and finding hidden gems. So yeah, it's it's perfect,
6:59
Speaker 2: really unbox yeah, Pravel and gems right, Yeah, it's worked
7:03
Speaker 2: really well for us.
7:04
Speaker 1: So in terms of how you've worked with creators officially,
7:07
Speaker 1: I think at the beginning, I'm sure people were just
7:09
Speaker 1: posting your stuff naturally, oh my god, we love these trips,
7:12
Speaker 1: and then you probably have the aha of Okay, we
7:14
Speaker 1: need to pource money into this bad boy or we
7:17
Speaker 1: need to kind of take this seriously. When did you
7:19
Speaker 1: decide to really get serious about your creator and influencer
7:22
Speaker 1: marketing efforts.
7:24
Speaker 2: That's a great question. And we were lucky enough to
7:26
Speaker 2: have a lot of free content. Creators reached out to
7:30
Speaker 2: us when we were first starting it because of covid
7:32
Speaker 2: and it was like something unique in things to do,
7:34
Speaker 2: and so we had some really big reels that went
7:38
Speaker 2: extremely viral. So we didn't have to pay anyone for
7:41
Speaker 2: the first couple of years. And then when we started
7:44
Speaker 2: branching it into the US and other provinces and the
7:48
Speaker 2: sales didn't have the same momentum as like when we
7:50
Speaker 2: first launched in Ontario, I was like, okay, I need
7:52
Speaker 2: to pay them, of course, and I was low balling
7:56
Speaker 2: because I was still a new business.
7:57
Speaker 1: I didn't know what to expect.
7:58
Speaker 2: I'm like, okay, well, you know people in Ontario are
8:00
Speaker 2: doing it for free, so why should I be paying
8:02
Speaker 2: someone X amount?
8:03
Speaker 1: And that took me a long time to figure out that.
8:07
Speaker 2: You know, it's a business service, it's a way to
8:10
Speaker 2: get your name out there. It's a form of advertising.
8:12
Speaker 2: And so now we Yeah, it took about a year
8:15
Speaker 2: to figure out that strategy and that was a couple
8:18
Speaker 2: of years ago when we were launching in different areas,
8:20
Speaker 2: and that is our number one strategy when we are
8:22
Speaker 2: launching in new areas is too. I mean, we have
8:24
Speaker 2: a medium sized budget and we get these creators to
8:28
Speaker 2: test out our trips and talk about the trips and
8:30
Speaker 2: we have a bit of a pre launch strategy with us.
8:32
Speaker 1: So it's interesting is in the beginning there was this
8:36
Speaker 1: free nature because well, I tell creators is too. If
8:39
Speaker 1: you love something and you want to add value to
8:41
Speaker 1: your client, you're going to do things, yes, because you
8:44
Speaker 1: want to show it to your audience right then, you know,
8:47
Speaker 1: and people do this naturally with what we do, what
8:49
Speaker 1: we eat, what we wear, right, We're always constantly sharing
8:51
Speaker 1: and that's natural and companies like you get to benefit
8:53
Speaker 1: or ride that way when a creator naturally and organically
8:57
Speaker 1: wants to talk about you. But when it comes to hey,
8:59
Speaker 1: you got to do this, you got to mention this,
9:01
Speaker 1: you got to tag this, then it becomes a job. Absolutely,
9:03
Speaker 1: So you are actively currently paying creators.
9:06
Speaker 2: Yes, we never we will never reach out to a
9:09
Speaker 2: creator and expect them to do it for free.
9:11
Speaker 1: Love that.
9:11
Speaker 2: Love that, and that looks not just a product that
9:14
Speaker 2: they have to showcase, They have to go out, they
9:16
Speaker 2: have to fill up their tank with gas. It's a
9:19
Speaker 2: whole day experience. I mean, we do get a lot
9:22
Speaker 2: of creators who are like, hey, I got this is
9:23
Speaker 2: a gift.
9:23
Speaker 1: I'm so excited to do this.
9:25
Speaker 2: I'm going to do it anyways, but I'll showcase it
9:28
Speaker 2: on Instagram for this much money. And I'm like, that's
9:30
Speaker 2: when it gets tricky because they're going to do it anyways.
9:33
Speaker 1: Of course. Yeah, no, and that, and I think this
9:35
Speaker 1: is important for people and creators listening in. I also
9:38
Speaker 1: think it's important to really understand one thing for everyone
9:41
Speaker 1: also listening that budget is not unlimited, right, Like these
9:45
Speaker 1: are still small businesses. They have certain allocated budget. They
9:49
Speaker 1: pay creators, but it's not like, hey, we're paying everyone
9:52
Speaker 1: and their mom like we have certain goals that we've set,
9:55
Speaker 1: we have certain numbers we need to hit, So I
9:59
Speaker 1: think that's a important thing to also understand. Maybe you
10:02
Speaker 1: could kind of talk to us about what you look
10:04
Speaker 1: for when you're deciding to actually put money on the table, Like,
10:08
Speaker 1: all right, we're going to take out our checkbook for
10:09
Speaker 1: this one. What are you looking for? What are some
10:11
Speaker 1: things that let the green flags right? Or we could
10:14
Speaker 1: talk about the red ones too, But like when choosing
10:17
Speaker 1: influencers to work with, what is going to get someone paid?
10:20
Speaker 1: Because I want the people listening in to know what's
10:22
Speaker 1: going to help them stand out, not whether it's working
10:24
Speaker 1: with you or just working with a brand in general.
10:26
Speaker 1: So some green flags I look for.
10:28
Speaker 2: And I don't do this full time anymore. Like we
10:30
Speaker 2: have a girl who actually does her own social media.
10:32
Speaker 2: She also helps with content creators. But I spoke with
10:34
Speaker 2: her before this this podcast, and the biggest things that
10:37
Speaker 2: they're hyper local and the things that they're showcasing are unique.
10:41
Speaker 2: They their followers are looking at their profile for ideas
10:46
Speaker 2: and things to do, so very very niche in that respect.
10:49
Speaker 2: But then also I mean for any content creator listening,
10:52
Speaker 2: I think some other things green flags or red flags
10:55
Speaker 2: are like they don't post anything political. That's like a
10:57
Speaker 2: big thing for us. They're active brands, safe brand safe exactly,
11:03
Speaker 2: they have active stories. Like if I go on to
11:05
Speaker 2: a content creator and they don't even have any stories for.
11:07
Speaker 1: That day, I'm like, oh, they're not active.
11:09
Speaker 2: Or I look at their consistency, like and their reels
11:12
Speaker 2: aren't you know they maybe post they've posted one in
11:15
Speaker 2: the last two weeks or not that consistent. So I
11:18
Speaker 2: look the comments. A big thing that we both look
11:20
Speaker 2: at are the comments on the reel, and if it's
11:23
Speaker 2: just all other creators commenting, I'm like, okay, so I
11:28
Speaker 2: don't know if this is their actual audience engaging in this.
11:32
Speaker 2: We look at the real views over the last month,
11:35
Speaker 2: almost because I know algorithm hits. You know, you could
11:38
Speaker 2: have a really bad week. We just had a really
11:39
Speaker 2: bad week on our account.
11:41
Speaker 1: This is really interesting about stories because someone asked me
11:44
Speaker 1: the other day like, oh, I'm not active on stories.
11:47
Speaker 1: Do I need to be? And in your case, you
11:50
Speaker 1: want that creator to feel alive. You're like, I want
11:53
Speaker 1: you to have like an account that's truly alive, that's consistent. Yes, Wow,
11:56
Speaker 1: that's amazing in terms of you know, we've had some
12:00
Speaker 1: pretty good campaigns and I'd love to share what that
12:03
Speaker 1: looks like. You know, what is success for you as
12:06
Speaker 1: a brand, Like what you know, what makes it a win,
12:09
Speaker 1: what makes it memorable? Like, hey, this this campaign was awesome.
12:12
Speaker 1: It was you know, not only for the creator but
12:14
Speaker 1: for your company. Take us back, like, show us what
12:17
Speaker 1: a campaign looks like that does well and anything that
12:19
Speaker 1: you feel comfortable sharing on this end. Yeah.
12:21
Speaker 2: Absolutely. I mean I think leading up to anything even
12:25
Speaker 2: getting posted, it's just that communication. We kind of know
12:28
Speaker 2: right away, like if there's if there are any delays
12:31
Speaker 2: with communication, or if they don't ask enough questions, if
12:33
Speaker 2: they're not enthusiastic about the product, then there are some
12:36
Speaker 2: red flags leading up to even posting about it. But
12:38
Speaker 2: I would say after they post, it's obviously engagement.
12:42
Speaker 1: I mean, we look at all of those metrics.
12:44
Speaker 2: And then we've one one of the biggest success stories
12:47
Speaker 2: we had is when we launched in North Carolina and
12:50
Speaker 2: we I think our budget was like ten or fifteen
12:53
Speaker 2: thousand dollars. Then we literally made that money back within
12:57
Speaker 2: a couple of hours, Like it was so successful. And
13:00
Speaker 2: then but we tried doing the exact same thing for
13:03
Speaker 2: another state like a few months later when we launch
13:05
Speaker 2: and we I think we.
13:06
Speaker 1: Bought we sold like five products. Like it was a
13:08
Speaker 1: huge flop.
13:09
Speaker 2: And the one thing that we didn't look at we're
13:11
Speaker 2: just like demographics within their media kids, so that that
13:14
Speaker 2: was our mistake.
13:15
Speaker 1: So I'm just kind of rambling here, but I really
13:17
Speaker 1: love this because you've had good campaigns. Didn't you just
13:19
Speaker 1: recently have one that you said that was a really yes.
13:23
Speaker 1: So in December, we reached out to someone on TikTok
13:26
Speaker 1: who does gift guides.
13:28
Speaker 2: That's all she does is she talks about gift guides,
13:30
Speaker 2: so very very niche that way, and so she talked
13:32
Speaker 2: about it was one of those like floating head style
13:34
Speaker 2: videos explaining the product in the background. I think they've
13:37
Speaker 2: got like three or four million views and we've actually
13:39
Speaker 2: used it as an ad and we're working with her again.
13:42
Speaker 2: So that was incredibly successful and it was something different
13:44
Speaker 2: that you know that we normally don't do, but the
13:47
Speaker 2: floating head we've done a few of those. In the
13:49
Speaker 2: floating head style thing where they're explaining the product. They
13:52
Speaker 2: didn't they didn't even do the trip. They were just
13:53
Speaker 2: explaining that the unboxing of it, and it.
13:56
Speaker 1: Did so well as we need to like deconstruct because
14:00
Speaker 1: creators oftentimes feel like and I almost wonder from a
14:03
Speaker 1: charging perspective, because she doesn't have to go on the trip.
14:06
Speaker 1: There's not the time all that. She's now just doing
14:09
Speaker 1: a green screen right where she's walking you through, like
14:11
Speaker 1: this cool product. It's a green screen. It can be
14:13
Speaker 1: done at your house. I should green screen video, so
14:15
Speaker 1: I know how quick those can be done. So it's
14:18
Speaker 1: really interesting to offer that as a sponsored type of
14:21
Speaker 1: piece of content. And also you said that your team
14:23
Speaker 1: ended up using it as ad content, so it's a
14:26
Speaker 1: double win for her and also a win for you guys.
14:29
Speaker 1: That's super cool because I think we always feel like
14:31
Speaker 1: we had to make the content so much more complicated
14:33
Speaker 1: than what it needs to be.
14:34
Speaker 2: No, yeah, and this was so simple. This was so different.
14:37
Speaker 2: And then as soon as actually she posted about it
14:40
Speaker 2: or no, she us send it to us as a proof,
14:42
Speaker 2: I'm like, I don't know how well is this gonna go,
14:44
Speaker 2: but we'll try it out.
14:45
Speaker 1: It did. Yeah, it was one of those you trusted
14:47
Speaker 1: it her, So you guys, this is interesting too because
14:51
Speaker 1: Jess was kind of just saying like I don't know,
14:52
Speaker 1: how isn't gonna go? You know, and the girl or
14:55
Speaker 1: this creator you know, created something, she like probably stood
14:58
Speaker 1: by it. And it's so lovely to see when brands
15:01
Speaker 1: trust the creator and trust the process, like these people
15:04
Speaker 1: know what they're doing, like they know their audiences. And
15:06
Speaker 1: it's hard to let go of control right creatively because
15:08
Speaker 1: you're like, I know my product and I know my baby.
15:11
Speaker 1: So how do how much trust do you feel like
15:13
Speaker 1: you give creators or how do you kind of balance
15:15
Speaker 1: that tightrope block of like letting go of control. It's
15:19
Speaker 1: hard as a business owner, it's so hard because we've
15:21
Speaker 1: seen what works.
15:22
Speaker 2: And typically another big TikTok that went viral was this
15:26
Speaker 2: girl went out on a mystery trip and told everyone
15:29
Speaker 2: all four stops, like left nothing to the imagination. And
15:32
Speaker 2: I was kind of mad, I'm like, you just literally
15:34
Speaker 2: told everyone where you're going. No one's going to buy
15:36
Speaker 2: this trip.
15:37
Speaker 1: That one got like four million views and everyone bought
15:40
Speaker 1: that trip even though they knew where they were going.
15:42
Speaker 1: So and that's usually like when we send them and we.
15:44
Speaker 2: Send a creator a deck, we're like, don't do this, like,
15:47
Speaker 2: do not showcase where you're going. But in that case,
15:50
Speaker 2: shouldn't really listen and did well.
15:52
Speaker 1: So I sometimes I'm like, I don't know what. I
15:54
Speaker 1: don't know, Like, well, just what you want to work. Yeah,
15:56
Speaker 1: I remember our team, our team here actually helped you
15:59
Speaker 1: put a campaign brief together. I remember that was one
16:02
Speaker 1: of the things we using it.
16:04
Speaker 2: Yeah, absolutely, we're still using it always send to every
16:06
Speaker 2: creator And I remember I was being very specific with
16:09
Speaker 2: what I was looking for and you said, you need
16:11
Speaker 2: to kind of let go a little bit. You can't
16:13
Speaker 2: see like you're micromanaging this campaign because you had to
16:16
Speaker 2: let them, you know, they're creatives, let them, you know,
16:20
Speaker 2: be part of the creative process.
16:21
Speaker 1: It's listening in just like sneaky human psychology. Don't bust
16:25
Speaker 1: someone's chops are going to work more fi. It's just
16:28
Speaker 1: human a little bit, right, So I feel like there's
16:30
Speaker 1: a little bit of reverse psychology you're hoping.
16:32
Speaker 2: I just say it's easier for us because we're like
16:34
Speaker 2: a smaller brand, we have more flexibility.
16:37
Speaker 1: But I can't imagine.
16:39
Speaker 2: How hard it is for creatives to work with big
16:41
Speaker 2: brands with like very sale.
16:44
Speaker 1: And I've seen those briefs and they are crazy. Yeah,
16:47
Speaker 1: product must be within the first five second frame test.
16:51
Speaker 1: It's like they're now no longer. They're really robotic. But hey,
16:55
Speaker 1: when you're paying twenty five thousand dollars for video, you're like,
16:58
Speaker 1: I'll be your robot. I'll be your robots. What you
17:00
Speaker 1: got to say? You know, I've seen the decks, big
17:02
Speaker 1: big company decks. You keep saying TikTok. So is TikTok
17:05
Speaker 1: where the brand deals are at? Or are we like
17:08
Speaker 1: spreading equally a monk's Instagram TikTok YouTube like walk It's
17:12
Speaker 1: so funny like the two that I so No, we
17:15
Speaker 1: usually spend I would say eighty percent of our money
17:17
Speaker 1: is on Instagram. We're on Instagram.
17:20
Speaker 2: So the girl in Texas that we spent some money
17:22
Speaker 2: on in December was just like we went out on
17:24
Speaker 2: a whim.
17:24
Speaker 1: We're like, you know what, let's try TikTok. It did
17:26
Speaker 1: really really well.
17:27
Speaker 2: And then the other the one that got four million views,
17:30
Speaker 2: that was like years ago, and we pay I think
17:33
Speaker 2: we just gifted for the product, Like she just asked
17:35
Speaker 2: for it, and we gifted for the product and we said, oh,
17:37
Speaker 2: don't give away. The stop was that was a one
17:39
Speaker 2: off because we it really wasn't a paid campaign.
17:42
Speaker 1: Just I was wondering you because I feel like I
17:45
Speaker 1: keep hearing some TikTok, but it seemed like we still
17:48
Speaker 1: focus mainly on Instagram.
17:49
Speaker 2: I think that's where our audience is and we can't
17:53
Speaker 2: we haven't figured out TikTok to be honest, Like, I
17:55
Speaker 2: also don't trust TikTok.
17:56
Speaker 1: I don't know where it's I don't go.
17:58
Speaker 2: I keep on, yeah, and I don't.
18:00
Speaker 1: It's like maybe a little bit more volatile in the
18:02
Speaker 1: sense of like are we a worry to put our
18:05
Speaker 1: money in TikTok or do we do it until, like,
18:08
Speaker 1: you know, till the last breath. You know, I've seen
18:10
Speaker 1: brands see a lot of success over there, and I
18:12
Speaker 1: know that you've seen some so in terms of your
18:14
Speaker 1: platform of choice where guests were trips as well. Then
18:17
Speaker 1: you guys are instagrammers like instagrammers. Yep. Absolutely, have you
18:21
Speaker 1: found any like did you ever work with a creator
18:23
Speaker 1: that was like, I don't know, really difficult or the
18:25
Speaker 1: results I don't know things of like I know you
18:27
Speaker 1: mentioned that flop in that one state. Yes, are there
18:31
Speaker 1: campaigns that just haven't gone well? Lessons learned? You know
18:34
Speaker 1: that we can pass down?
18:36
Speaker 2: Yeah? Absolutely, we had two things like when I spoke
18:39
Speaker 2: with Sidney about this, we worked with one content creator
18:42
Speaker 2: and we've never seen this before where they guaranteed a
18:46
Speaker 2: reach and if they didn't, if they couldn't get that,
18:49
Speaker 2: they guaranteed a real reach, and if they couldn't get
18:52
Speaker 2: that within a reel, within one reel, they would post
18:55
Speaker 2: again until we got I think it was like sixty
18:57
Speaker 2: thousand views. And I thought that was really interesting because
19:00
Speaker 2: we weren't originally going to work with them, and I'm like,
19:02
Speaker 2: if they guarantee, like, why not, We've never seen that again.
19:05
Speaker 2: I don't know how you like. From a brand's perspective
19:08
Speaker 2: and an ROI perspective, I think it's great, but it's
19:11
Speaker 2: risky for the creator because you could be stuck posting
19:14
Speaker 2: content for like two.
19:15
Speaker 1: Weeks come home, yeah or so that hit it, you know, yeah,
19:19
Speaker 1: and she they did.
19:19
Speaker 2: I think the reel did like one hundred and fifty thousand. Uh,
19:23
Speaker 2: there was like one hundred fifty thousand views, So that
19:24
Speaker 2: was a great campaign.
19:25
Speaker 1: There was one other.
19:27
Speaker 2: The other thing that we like when working with creators
19:29
Speaker 2: is the follow up, Like instead of just sending us
19:32
Speaker 2: an invoice, like treat it as a business show. Us
19:34
Speaker 2: all the metrics after and like a follow up report,
19:37
Speaker 2: and a lot of creators don't do it they and
19:39
Speaker 2: I think, like, and that is what is memorable, is
19:42
Speaker 2: how they follow up with everything and if something doesn't
19:45
Speaker 2: do as well, explaining that to us. But you know,
19:47
Speaker 2: what the algorithm is has been kind of strange lately.
19:51
Speaker 2: So I also put your link in our link and
19:54
Speaker 2: bio and I posted a couple extra stories for you
19:57
Speaker 2: and this this, this.
19:58
Speaker 1: I love that.
19:59
Speaker 2: That's great because you're like realizing and you're respecting the
20:01
Speaker 2: money that we spent on you, and you know it
20:04
Speaker 2: didn't do as well and that's okay, but you kind
20:07
Speaker 2: of went the extra mile in the end with some
20:09
Speaker 2: extra things.
20:10
Speaker 1: In a really nice fellow up emails, I wanted to
20:12
Speaker 1: kind of ask you you're comfortable sharing a little bit
20:14
Speaker 1: about like repeat working with people repetitively versus like acquiring
20:19
Speaker 1: always new talent. How do you feel that falls, Like,
20:22
Speaker 1: do you guys have a lot of same creators that
20:24
Speaker 1: you like to rework with or is it kind of
20:27
Speaker 1: like once you work with one, you know you want
20:29
Speaker 1: to kind of reach into someone else. What does that
20:31
Speaker 1: strategy kind of look like for you?
20:32
Speaker 2: We work with a lot of creators like two or
20:35
Speaker 2: three times, like if the campaign went really really well
20:38
Speaker 2: and if they were like a pleasure to work with,
20:40
Speaker 2: and so especially with the girl who guaranteed it were
20:43
Speaker 2: like that one did really well, why not work with
20:45
Speaker 2: her again, Like we're getting guaranteed to reach there. So yeah, well,
20:48
Speaker 2: usually if a creator is good, like one of our
20:50
Speaker 2: the first creators that I've ever worked with, Explore Ontario,
20:53
Speaker 2: She's absolutely fantastic, so professional. We've worked with her, I
20:57
Speaker 2: don't know, maybe ten times. She's so great to work with.
21:00
Speaker 2: So when there's someone that really stands out, we feel
21:03
Speaker 2: like we can get that repeat business.
21:05
Speaker 1: Nice, easy to.
21:06
Speaker 2: Work with, professional, she treats it as a business, you know,
21:10
Speaker 2: and she's very honest and insightful with the communication.
21:14
Speaker 1: Love that. I recently read an article on Forbes, I
21:17
Speaker 1: believe or just talking about how a lot of more
21:20
Speaker 1: brands are using influencer you know, driven content for ads.
21:25
Speaker 1: So I know you mentioned you said that you did
21:28
Speaker 1: work with a creator and ended up running ads to it.
21:31
Speaker 1: Is this something that you plan to incorporate more of
21:35
Speaker 1: And what's your current you know marketing makes in terms
21:38
Speaker 1: of paid marketing, how are you splitting it amongst like
21:42
Speaker 1: our ads and influencer because I think a lot of
21:44
Speaker 1: times we used to see them as competitive, like, oh,
21:46
Speaker 1: this budget's going to influencer spend, this budget's going to
21:49
Speaker 1: ad spend. But now I'm seeing more influencer content actually
21:54
Speaker 1: being the creative for the ads spend. So talk to
21:57
Speaker 1: me a little bit about that in your bus. Essentially,
21:59
Speaker 1: if something does really well and we think that has
22:03
Speaker 1: add potential. When I say add potential, I mean, okay,
22:06
Speaker 1: I'm going to step back a second. The tricky thing with.
22:09
Speaker 2: Us using like UGC content or content creator content for
22:13
Speaker 2: ads is that we often ask for hyper local content
22:17
Speaker 2: and we can't use that for ads because it's really
22:19
Speaker 2: expensive to do hyper local ads.
22:21
Speaker 1: So if a.
22:22
Speaker 2: Creator creates something that's a little bit more vague top
22:26
Speaker 2: of funnel that and it does well on right, that's
22:30
Speaker 2: not was not light by, yeah, then we can use it.
22:35
Speaker 2: So that's a little bit different for our brand because
22:37
Speaker 2: we are so localized. Yeah, we just we don't really
22:40
Speaker 2: have a budget for it. Like, if it does well,
22:42
Speaker 2: then we'll ask the creator how much is this to
22:44
Speaker 2: use on a monthday basis usage fees? And then if
22:47
Speaker 2: it's a if it's a fair budget, then we'll or if
22:50
Speaker 2: it's a fair price, then we'll use it.
22:52
Speaker 1: Well do you expect negotiations? Do you expect them to
22:55
Speaker 1: come back and negotiate, Well, we just all we always
22:59
Speaker 1: ask what the price is an entity first to speak, Yes,
23:03
Speaker 1: I don't know what the best way to do it is,
23:05
Speaker 1: but we're like, this is what we're whoever speaks versus
23:07
Speaker 1: in the position of you know, we talk about that
23:09
Speaker 1: a lot, right, So, like I love that you ask,
23:11
Speaker 1: you know, put together your rates, and a lot of
23:13
Speaker 1: brands do that. They'll be like, yeah, with over your rates, we.
23:15
Speaker 2: We need a media kit anyways, so we're like, can
23:17
Speaker 2: you send a media kit over with your rates? And
23:20
Speaker 2: then we Sydney is pretty good at negotiating, but like
23:24
Speaker 2: not too much because we also we also understand that's
23:26
Speaker 2: a huge turnoff for a brand to like come down
23:28
Speaker 2: fifty percent in the price. Yeah, and sometimes like the
23:33
Speaker 2: prices are just so out of like it's the ideoten
23:38
Speaker 2: call it the wild West with pricing, like it's just
23:40
Speaker 2: all over the place. And so oftentimes when they see
23:44
Speaker 2: that media kit and the initial prices, we're like, we
23:46
Speaker 2: can't even negotiate here, like we just we just can't
23:48
Speaker 2: afford them and it's out of breach.
23:50
Speaker 1: Yeah, is that a reach out? Like what's the crazy?
23:52
Speaker 2: Like?
23:52
Speaker 1: What are crazy figures that you're seeing? Like someone coming through.
23:55
Speaker 2: The door, Like I think coming through the door when
23:57
Speaker 2: they had like fifteen thousand dollars are real, which is
24:01
Speaker 2: not uncalled for for a lot of big content creators.
24:04
Speaker 2: But when you're like a small, hyper local creator who
24:07
Speaker 2: you don't have that much of a like I mean,
24:10
Speaker 2: you don't have a massive following, or your reels haven't
24:12
Speaker 2: performed really well. I think for some brands that would
24:15
Speaker 2: work really well, but for us, we yeah, and likely
24:18
Speaker 2: Wedge it's not unlimited, so we're.
24:20
Speaker 1: Allocating I don't know, twenty thousand a month or thirty
24:22
Speaker 1: thousand a month on influencer sten you would be blowing
24:25
Speaker 1: it all on one person, you know, So it's I'm
24:28
Speaker 1: sure you probably don't want to do that.
24:30
Speaker 2: And if you look at their reels and it's like,
24:33
Speaker 2: if they're getting on average a million views are real,
24:36
Speaker 2: that's absolutely worth it.
24:37
Speaker 1: But when they're and it's very inconsistent.
24:39
Speaker 2: In terms of of views, Yeah, it would be really
24:42
Speaker 2: really hard to justify that.
24:44
Speaker 1: Yeah, rates are definitely something that I think can get funky.
24:47
Speaker 1: I just always feel like negotiation is standard and I
24:50
Speaker 1: always feel like it's kind of part of the game.
24:52
Speaker 1: So just so to you, if you see something that
24:55
Speaker 1: is crazy, shoot your shot too. Because Updata creator inflated
25:00
Speaker 1: the rate, you know, in a way, and you can
25:02
Speaker 1: be like, listen, this is this is what we can do,
25:04
Speaker 1: and it's okay. It can be a take it or
25:05
Speaker 1: leave it, you.
25:07
Speaker 2: Know, it's fine too, depending on where they're from, Like
25:10
Speaker 2: where was it. California has a very expensive rates, but
25:12
Speaker 2: let's talk about it.
25:13
Speaker 1: Yeah, but this is so good, Okay, So because you
25:16
Speaker 1: work with different states, it's you know, California creators are
25:21
Speaker 1: more expensive than what's another state that you would say
25:24
Speaker 1: has like better rates.
25:25
Speaker 2: It's the best rates that we have seen is Ontario,
25:27
Speaker 2: and I think Ohio, Indiana, North Carolina is not bad.
25:31
Speaker 1: So we're seeing Midwest. Midwest is a lot more affordable
25:36
Speaker 1: then you know, maybe seeing other areas. And that's just
25:39
Speaker 1: like in any job, right you go to New York,
25:42
Speaker 1: you go to California, why you're getting paid in a
25:45
Speaker 1: you know, salary job in the city is just not
25:48
Speaker 1: what you're getting paid in a salary job in the
25:50
Speaker 1: Midwest that I think it needs to be said and
25:53
Speaker 1: talked about in a way that's you know, it's it's
25:56
Speaker 1: just an interesting element that we don't really think of.
26:00
Speaker 1: And if it's for marketing and pricing, we oftentimes will
26:03
Speaker 1: just make it, you know, a CPM based value, or
26:06
Speaker 1: we'll talk about you know what certain views or impressions
26:09
Speaker 1: or things of that nature. But the hourly rate is
26:11
Speaker 1: just more expensive and maybe coastal cities than it is
26:15
Speaker 1: you know, the different parts of the country. Yeah.
26:17
Speaker 2: Yeah, And it's always like, it's so funny when we
26:19
Speaker 2: launch in a specific area. Really, oh, we wonder what
26:22
Speaker 2: the rates are going to be here, because it's again
26:25
Speaker 2: it's always the wild West. But we find that the
26:27
Speaker 2: rates from one content creator is always consistent with you know,
26:30
Speaker 2: whatever else is in their stage or their area.
26:32
Speaker 1: Wow. I never really have to dissected this, and I
26:36
Speaker 1: almost wonder if that will become antiquated within the next
26:39
Speaker 1: coming years as the bridge kind of because views are views, right,
26:44
Speaker 1: or sales or sales or conversions or conversions. But we're
26:47
Speaker 1: still seeing that local economy play into their hourly rates
26:53
Speaker 1: or into their production fees. Yeah, so interesting I really
26:57
Speaker 1: see how that will kind of change, because I think
26:59
Speaker 1: it will. I think that gap will be bridged within,
27:03
Speaker 1: you know, coming down the pipeline. Maybe not now, maybe
27:05
Speaker 1: not yet, but I think we're gonna see that kind
27:07
Speaker 1: of shift, I would assume.
27:09
Speaker 2: I would also touch on how competitive their market is,
27:13
Speaker 2: like it in Ontario. There's a lot of local Ontario
27:16
Speaker 2: like hyper local Ontario creators, and I think that's why
27:19
Speaker 2: the rates have been driven down a lot. We're also
27:21
Speaker 2: a Canadian company, so the USD is really hurting us
27:24
Speaker 2: right now. So working with like we're always like converting
27:27
Speaker 2: it to USD, Like, oh that hurts a little bit.
27:29
Speaker 1: But that's just how it is interesting and that's also
27:32
Speaker 1: cool to hear that we have a lot of creators,
27:35
Speaker 1: you know, Canadian companies working with US based creators and
27:39
Speaker 1: vice versa, because I know sometimes creators will be like, oh,
27:41
Speaker 1: I can't pitch a Canadian company like how does dollars?
27:44
Speaker 1: They can yeah, And you're kind of like, you know,
27:47
Speaker 1: there are there are currencies and things of that nature
27:49
Speaker 1: that you need to account for, but at the end
27:51
Speaker 1: of the day, there's it seems like a lot of
27:53
Speaker 1: your business, would you say, percentage wise out of the
27:56
Speaker 1: US based creators, would you say like a big chunk
27:59
Speaker 1: of or is it how do you kind of look
28:01
Speaker 1: at that?
28:01
Speaker 2: I guess we're spending but like for our creator budget,
28:05
Speaker 2: it's like eighty percent US because that's the that's the region.
28:08
Speaker 1: Those are the regions that we're trying to grow. Got it?
28:10
Speaker 1: And do you find with that budget you're allocating per
28:14
Speaker 1: state or per market that does well, Like do you
28:17
Speaker 1: have markets that kill it so they get more funding
28:20
Speaker 1: or is it kind of like across the board? How
28:22
Speaker 1: are you really drilling down into budgets.
28:25
Speaker 2: It's basically based on seasonality and launch dates. So for
28:28
Speaker 2: launching in like upstate New York, then we're going to
28:30
Speaker 2: put a lot of our budget towards like that area.
28:33
Speaker 2: For the summertime, we probably won't promote Florida as much
28:37
Speaker 2: just because it's so like it's so hot to road
28:41
Speaker 2: up around and do hikes, and I mean vice versa.
28:45
Speaker 1: We wouldn't be promoting like the Northeast in the winter.
28:48
Speaker 2: Time because it's not enjoyable to go out on road
28:51
Speaker 2: trips when it's freezing cold out.
28:53
Speaker 1: So listen to that, you guys. The importance of seasonality
28:56
Speaker 1: in your pitches, the important of seasonality and also strikeing
29:00
Speaker 1: while the iron's hot. Right, So don't pitch Florida in
29:02
Speaker 1: the summer, right, at least for guests for trips. I
29:05
Speaker 1: think again, this is important because people forget, they don't
29:08
Speaker 1: think about seasonality when they pitch. They're just kind of like, oh,
29:11
Speaker 1: I want to work with you, you know.
29:12
Speaker 2: And then back to gift guides like that Gift God
29:15
Speaker 2: that did so well on TikTok reach out in October,
29:18
Speaker 2: like late September October. Hey, I'm doing a gift guide
29:22
Speaker 2: for Christmas. I would love to include your brand. These
29:25
Speaker 2: are the rates. It's something very specific, and I think
29:28
Speaker 2: gift guides do. I mean, that's the content that I
29:30
Speaker 2: like to see as a consumer.
29:31
Speaker 1: Love that. So let's actually I wanted to ask you briefly.
29:35
Speaker 1: They're around holidays. One of the things at Sidewalker Daily,
29:38
Speaker 1: in our Inner Circle program and our courses, we talk
29:40
Speaker 1: a lot about pitching editorial, pitch an angle, pitch a holiday, right,
29:44
Speaker 1: Mydursday's coming, do this great road trip Father'sday? Like fourth
29:49
Speaker 1: of July. Like we're always trying to get an angle.
29:52
Speaker 1: So with your company specifically, are there holidays that do
29:56
Speaker 1: really well for you guys in terms of again a
29:59
Speaker 1: creator pitch. Do you like this idea of creators pitching
30:02
Speaker 1: holidays and editorials like that, or should they keep their
30:05
Speaker 1: pitch a little bit more general? What are your thoughts
30:07
Speaker 1: on like.
30:07
Speaker 2: Getting that pitch and the holiday bush That was the
30:10
Speaker 2: one note that I had is that we love when
30:12
Speaker 2: creators come to us with a very specific pitch just
30:16
Speaker 2: because we don't.
30:17
Speaker 1: I mean, we're not very structured here.
30:18
Speaker 2: So if you come to us kind of doing a
30:21
Speaker 2: little bit of that work and being like, oh, yeah,
30:23
Speaker 2: that is a good idea, let's do that, we are
30:24
Speaker 2: a little bit more flexible too. I like that, and
30:27
Speaker 2: it just shows initiative from the creator. The interms of
30:30
Speaker 2: seasonality for us, our biggest season by far is Christmas,
30:34
Speaker 2: Like that's when eighty percent of our sales happened. That
30:37
Speaker 2: being said, we only have time in October to think
30:40
Speaker 2: about Like sorry, leading up to October we think about
30:42
Speaker 2: Christmas campaigns, and November December we are so busy. I
30:46
Speaker 2: will not respond to emails just because it's so nuts.
30:48
Speaker 2: Then wow, what you have to think about, like, don't
30:52
Speaker 2: pitch us on like Black Friday or anytime after Black Friday,
30:55
Speaker 2: because a lot of e commerce brands are just I
30:58
Speaker 2: mean it's just so busy. I mean hotels would be different,
31:01
Speaker 2: like hotels would be a completely different seasonality of course.
31:04
Speaker 1: Yeah, but for your e commerce company, I'm not even
31:07
Speaker 1: opening an email, I mean no, never, Yeah, that's crazy.
31:10
Speaker 1: What about campaigns like around Mother's Day or Father's Day
31:13
Speaker 1: or back to school or like, do you like like
31:16
Speaker 1: little creative things like that?
31:18
Speaker 2: Absolutely, if you came to me like a month ago
31:20
Speaker 2: to be like, can I create some UGC content for
31:23
Speaker 2: you for Mother's Day, I'd be like, Yeah, that's a
31:25
Speaker 2: great idea, let's do that.
31:27
Speaker 1: So what's the lee time that you like usually would
31:29
Speaker 1: you say like two months if like, yeah, I would
31:31
Speaker 1: say two months even before that, because we're launching our
31:34
Speaker 1: Mother's Day stuff next week, so we would need the
31:37
Speaker 1: content like even like a week before that. Oh but
31:41
Speaker 1: for sorry, this is for ads.
31:42
Speaker 2: I'm thinking for ads, So we would need the ad
31:44
Speaker 2: content back like a week prior so we can start
31:47
Speaker 2: running ads now. But then yeah, anytime after next week
31:50
Speaker 2: to start talking about Mother's Day stuff. This is important
31:53
Speaker 2: because again, so we do a lot of this sidewalker.
31:55
Speaker 2: We just did a Q two pitch Grainstorm where there
31:58
Speaker 2: was about like, I don't know, a bunch of us
31:59
Speaker 2: getting together, let's pitch Q two. Right, I'm like, y'all
32:02
Speaker 2: Mother's Day like you probably missed it, right, but Father's
32:05
Speaker 2: Days in June and to justice point, if they're running
32:08
Speaker 2: ads mid April, that means that content needs to be
32:12
Speaker 2: in at least two weeks ahead to have approvals or revisions,
32:16
Speaker 2: so that Mother's Day content is actually do April first,
32:19
Speaker 2: probably right, or again, Mother'sday's out till May twelfth, May thirteen,
32:23
Speaker 2: so I'm not sure it don't mark my words, but
32:25
Speaker 2: like the idea here is you got to be ahead
32:27
Speaker 2: because if the brand does want to use it for
32:29
Speaker 2: ads as well.
32:30
Speaker 1: But that's something that needs to be accounted for.
32:32
Speaker 2: Is really take that time with the lead time, and
32:36
Speaker 2: I mean, and it doesn't hurt to be a little
32:38
Speaker 2: bit early because then you can always follow.
32:39
Speaker 1: Up on that so you can be top of throw
32:41
Speaker 1: in books again. Love that. Do you guys feel ever
32:45
Speaker 1: overwhelmed with the amount of brand creators that are pitching you?
32:48
Speaker 1: Do you find like I know now you even have
32:50
Speaker 1: someone internally that just handles.
32:52
Speaker 2: That, Like that's what Sydney does. I would get very,
32:55
Speaker 2: very overwhelmed trying to navigate it all. I also find
32:58
Speaker 2: I'm the type of person where I have to respond
32:59
Speaker 2: to every single email, even like, even if it's like
33:02
Speaker 2: a horrible pitch, I have to like respond to that.
33:05
Speaker 2: I don't know, I don't think Sydney has that mentality.
33:08
Speaker 2: So she's a little bit pick here and she may
33:11
Speaker 2: not be as responsive. But we just get so many
33:14
Speaker 2: pitches every single day. But the ones that stand out
33:16
Speaker 2: are the ones that are not copy and paste. Hello brand,
33:21
Speaker 2: I am this. You can tell it's written on chutchipet oh.
33:23
Speaker 2: I also love like, hey, I discovered guests word trips
33:27
Speaker 2: from this, this, this like a little bit perfume is.
33:30
Speaker 1: Yes, yes, you're preaching to the choir. I'm you know,
33:33
Speaker 1: And again I think I love your brand. I love
33:35
Speaker 1: what you're doing. I think that it is that perfect
33:38
Speaker 1: creator mix has. There's so much there's so much opportunity there,
33:42
Speaker 1: win win opportunity for readers to showcase something really cool
33:46
Speaker 1: and different and also work with you in a really
33:50
Speaker 1: you know, intentional way. So before we wrap up, I
33:53
Speaker 1: do want to kind of like just hear what's next
33:56
Speaker 1: for you guys. Any launches, any like new cities and
34:00
Speaker 1: obviously you know where can our listeners not only book
34:02
Speaker 1: a guest Word trip but also learn about the programs
34:05
Speaker 1: that you offer or ways to pitch you.
34:07
Speaker 2: Yeah, so a couple really big opportunities for content creators.
34:11
Speaker 2: I mean, we're launching in Tennessee. We're launching in upstate
34:15
Speaker 2: New York and Minnesota. So if you're a content creator
34:19
Speaker 2: in that area, please reach out to us. And secondly,
34:22
Speaker 2: we are launching something very big that I something that
34:25
Speaker 2: I've wanted to do in a very long time. We're
34:26
Speaker 2: launching it next week. It's called the road Trip rep program,
34:30
Speaker 2: where essentially we're creating localized Instagram accounts because we've realized
34:35
Speaker 2: that it's really hard to build that like local audience
34:39
Speaker 2: with our Guest Word Trips account, which just reaches all
34:42
Speaker 2: over North America. So we're starting with Vancouver Island, San Francisco,
34:47
Speaker 2: and Philadelphia, three random places, I know, but we're testing
34:50
Speaker 2: it out. So we're working with content creators in that area.
34:54
Speaker 2: We're paying them on like a monthly monthly basis, but
34:58
Speaker 2: on a three month contract where they basically tested our
35:02
Speaker 2: road trips. They suggest road trips, they posted this account,
35:05
Speaker 2: they get bonuses, but they also get a bit of
35:08
Speaker 2: a salary, and we're going to see how that works out.
35:10
Speaker 2: Like we have we have a number of KPIs and
35:12
Speaker 2: we're going to track that over the next few months.
35:15
Speaker 2: But if that does well, and I know it will,
35:17
Speaker 2: then we will be looking for road trip reps across
35:20
Speaker 2: the US and across Canada, which is very exciting.
35:23
Speaker 1: Major So that seems like guests word Trip San France,
35:26
Speaker 1: a localized Instagram account that only is focused to one market. Yes,
35:31
Speaker 1: hiring a creator, salary bonuses bundled in to not only
35:35
Speaker 1: review the trip but also you know, create content for it.
35:38
Speaker 2: Yeah, so it's a great it's a it's a fun job.
35:41
Speaker 1: But if you see your funny job, how do we ride?
35:45
Speaker 1: How do creators apply?
35:46
Speaker 2: We just shut down the form because we've hired the
35:49
Speaker 2: three that we needed to hire. But if it works out,
35:52
Speaker 2: we will be posting the form again and again. Do
35:55
Speaker 2: people find out that form, like would it be following
35:57
Speaker 2: you on Instagram? Following us on Instagram? So guests where
36:01
Speaker 2: our handles just guestware trips, and so we'll be posting
36:03
Speaker 2: it on there and then also subscribing to our email.
36:06
Speaker 2: We'll be put we'll be emailing that out love, and
36:09
Speaker 2: our website is Guesswear Trips dot com. So g U
36:12
Speaker 2: E S S W H E R E tr I
36:15
Speaker 2: p s dot com.
36:16
Speaker 1: So just on'llfload all of these links guys in the
36:19
Speaker 1: show notes. But Jess, I'm not sure if you know,
36:21
Speaker 1: but we have a creator database where we actually send
36:24
Speaker 1: out opportunities as a blackshan. So when it's launches and
36:28
Speaker 1: you're ready, you know, I'm happy to just like send
36:31
Speaker 1: out your form for you if you're if you're gonna move, yeah,
36:34
Speaker 1: if absolutely, Yeah, for sure. Outside of guest where Trips,
36:38
Speaker 1: you have a road trip program that you're potentially launching
36:40
Speaker 1: and scaring. Are there other ways that creators can potentially
36:44
Speaker 1: reach out to you or reach out to your team
36:46
Speaker 1: or just visiting the website. I'm sure people may be.
36:49
Speaker 1: We have a lot of travel creators here at Sidewalker,
36:51
Speaker 1: So yeah, you can you maybe get in some pitches
36:53
Speaker 1: you girlfriends, and that's totally fine.
36:55
Speaker 2: We would love to see like more pitches than like
36:58
Speaker 2: than less. Sydney is someone who deals with this, so
37:00
Speaker 2: she deals with their Instagram. I'll she works with a
37:03
Speaker 2: lot of content creators, so her email is Sydney, so
37:07
Speaker 2: s y d n e y I guesswortrips dot com.
37:10
Speaker 1: Wow, you guys, we just got an email on live
37:14
Speaker 1: podcast because we teach the creators how to get the email,
37:18
Speaker 1: like how to reach out, you know, how to get
37:20
Speaker 1: bread email. So poor Sydney, Sydney. We're all in Warriner
37:23
Speaker 1: all Warner pork Evian All right, now, that's awesome. Thank
37:27
Speaker 1: you for sharing that, because I think I do think
37:29
Speaker 1: that if someone comes to you, you know, at the
37:31
Speaker 1: end of the day, limited we all know, budgets limited.
37:35
Speaker 1: How many creators do you think you work with, like,
37:37
Speaker 1: on average a month, would you guys say, I would
37:39
Speaker 1: say between five and ten creators. Yeah, so again there's
37:43
Speaker 1: five to ten paid opportunities. Guys. Remember they are they're
37:46
Speaker 1: a small business, right, So don't get don't don't be discouraged.
37:51
Speaker 1: It's all about who has a great angle, who has
37:53
Speaker 1: the hyper audience, you know, that localized audience that she's
37:56
Speaker 1: looking for. There's a lot that goes into it. But
38:00
Speaker 1: it's also important for creators to understand, hey, you know what,
38:03
Speaker 1: there's five to ten spots a month. I may not
38:05
Speaker 1: always get a yes, and that doesn't mean that they
38:07
Speaker 1: can't pitch you again in the future. It's not just
38:10
Speaker 1: like a one time be all, you know. Yeah, you're
38:13
Speaker 1: absolutely right. Yeah, no, I learned that something else, you know.
38:17
Speaker 1: I love it. I'm so excited. Tennessee, Minnesota. I'm like
38:21
Speaker 1: trying to think, do I know anyone. I definitely have
38:22
Speaker 1: some Minnesota creators in mine. I have a great sand
38:25
Speaker 1: Frian girl in mine for you, and Upstate New York,
38:28
Speaker 1: up State New York. I feel like I have I know,
38:30
Speaker 1: And that's part of our database is location, So we
38:33
Speaker 1: are sorting through our database location base. So if there
38:36
Speaker 1: are creators that you're looking for in key markets, like
38:39
Speaker 1: maybe you know, I know you mentioned not North Carolina,
38:42
Speaker 1: but there was another there was another market that I
38:45
Speaker 1: know you guys wanted more creators it. Our database is
38:48
Speaker 1: going to be sorting through people and guys. I will
38:50
Speaker 1: leave a link below so you can sign that to
38:52
Speaker 1: our database too, if you haven't already. Because so many
38:55
Speaker 1: brands have like little shout outs or things that they're
38:57
Speaker 1: working on, and I love being able to pass on
38:59
Speaker 1: those opportunity, Like I don't want to be involved, so
39:02
Speaker 1: I'm just like I'm happy to pass it along, you know,
39:04
Speaker 1: you're the database. Yeah, you guys can hang out and
39:07
Speaker 1: deal with it on your own. So thank you so much, Jess. Guys,
39:10
Speaker 1: I'm gonna go ahead and leave all those links below.
39:13
Speaker 1: This has been extremely helpful. Thank you for your transparency.
39:17
Speaker 1: Thank you for sharing that brand perspective, setting our expectations
39:21
Speaker 1: and kind of lifting the curtains so that creators can
39:25
Speaker 1: come correct, come professional. I love this brand side, I
39:29
Speaker 1: love hearing about it, and I think what you're doing
39:31
Speaker 1: is amazing. And I'm your cheerleader girl. I'm here cheer
39:34
Speaker 1: Thanks Tanna. Thank you.
39:35
Speaker 2: Yeah, no, it's been and you really helped us amazing.
39:38
Speaker 1: Thank you, Jess,