144: Influencer marketing mistakes - with Stacy Jones
About Stacy Jones
Stacy Jones is the CEO of Hollywood Branded, an LA influencer marketing, branded content & product placement agency. She has 23 years of leadership experience building global branded content campaigns for top Fortune 500 companies and hundreds of brands, including BlackBerry, Bumble, Canadian Club, and Pilot Pen. Acknowledged as an expert in the field, she has appeared on top media outlets and spoken at conferences around the globe; and hosts the podcast Marketing Mistakes & How to Avoid Them.
What are the biggest mistake brands make when approaching influencer marketing?
“There are some ones that are made repeatedly, it's on like a rinse and repeat cycle. And I keep on seeing companies do it and I wish they wouldn’t. and that number one would be thinking that an influencer is going to automatically, if it is going to be successful sell your products off the shelves and you are going to have instant success…”
How do you determine costs for a single influencer post or campaign?
“So, we try to approach it in a very methodical way that is complete nonsense in many ways. Because there is not actual rate card that’s out there for everything. So, we’ve come up with the least nonsense way that we think exists. Which is using a cost per thousand basis…”
How do you safeguard that partnership?
“you are going to want to put everything down in writing, you want to have a contract. You want to include in that contract how long that post is going to show up and stay up on the pages. And don’t think once it is posted it will live there forever, because influencers like going through and cleaning their account.”
Can you share with me your most successful or favorite networking story/experience that you’ve had?
“…and one of those people is a gentleman named Stephen Woessner who actually has a business doing podcasts. And it was through him that I actually started my own podcast. And the reason why I have to thank him is not because we are working with him…”
How do you stay in front of, or best nurture your network community?
“so we have the Hollywood community network. So, producers, directors, prop masters, set decorators, transportation captains, stylists. All of those people make decisions on what brands appear on their sets every day. And that is something that we’re we have to nurture…”
What advice do you have for the professional on growing their network?
“it used to be that just going to networking events and glad-handling and talking to people and I think that we’ve really switched over into a lot more digital vs in person in some cases and I think both of them play a very important part…”
Digital networking or traditional networking?
“for sheer usage of time, I like digital. Because there are only so many hours in the day. So for traditional networking I am very selective now in what I will attend and where I’ll spend my time. Because at the end of the day it has to be an event and an opportunity where I am going to learn…”
If you could go back 20 years, what would you tell yourself to do more or less of regarding your career?
“I think I wish I had infused myself with more confidence at the time. I think that’s something when you are starting out in your career that’s usually something that is sorely lacking. Because you haven’t developed the confidence because you haven’t developed the expertise…”
What book are you reading right now?
“so, I read a lot and I’m actually finally embraced Audible in listening to books instead of reading and that was a really hard thing for me to do because I love the written word, I really do. So, I have been reading, or listening yo my fourth or fifth or sixth attempt now, at listening not stop. Its, You’re a Bada** at Making Money Master the Mindset of Wealth.”
Any final words of advice for our listeners?
“just be authentic and don’t be salesy. No one wants to hear you asking all the time for money, cause that’s what it comes down to right. Look for ways you can actually help others…”
You can get in contact with Stacy at: