Latest / The Steve Harvey Morning Show / Sheila Marmon Full Interview

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Sheila Marmon Full Interview · The Steve Harvey Morning Show

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  Speaker 1: heart or text I Heeart to five hundred five hundred
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  Speaker 1: My Next Guests received a BA from Princeton University and
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  Speaker 1: NBA from Harvard Graduate School of Business. She is the
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  Speaker 1: founder and CEO of Mirror Digital, and interactive media and
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  Speaker 1: advertising company. She has fortune five hundred brands tap into
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  Speaker 1: the fastest growing US consumer base in them multicultural market.
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  Speaker 1: She has executed over three D seventy five digital campaigns
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  Speaker 1: in this space for clients including the General Motors, Universal Pictures, Entail, A,
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  Speaker 1: T and T, and Macy's. Mirror Digital is an interactive
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  Speaker 1: media and advertising company connecting leading brands to the growing
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  Speaker 1: US multicultural market. Please welcome to Money Making Conversation. Sheila
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  Speaker 1: Marmon Good morning. That's that's how MPR sh I was
• 2:11
  Speaker 1: trying to just change style because you know, you know,
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  Speaker 1: you have all those great credits you know at Princeton University,
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  Speaker 1: you know, b A and NBA from Harvard Graduate School
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  Speaker 1: of Business. Your love, you know, upgrade my tone. Just
• 2:28
  Speaker 1: upgrade my tone. That's all I'm trying to tone. Well,
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  Speaker 1: how are you doing, Sheila, I'm doing great this morning.
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  Speaker 1: Thank you so much for having me. Well, first of all,
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  Speaker 1: your your your perfect guests from my show Money Making Conversations,
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  Speaker 1: and I just try to bring talented people on the
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  Speaker 1: show and try to break that wall that anything can
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  Speaker 1: be done if you put your mind to it, with
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  Speaker 1: a good plan and be consistent at it. And that's
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  Speaker 1: what you're doing. You know, tell us how you got started.
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  Speaker 1: You got I gave the academic credits, but how did
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  Speaker 1: you get started in this work workspace? Sure, sure, you know,
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  Speaker 1: um you start with the degrees, but you know, I
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  Speaker 1: always like to tell people that the degrees don't take
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  Speaker 1: you there, it's really the hustle that takes you there.
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  Speaker 1: So um, I'll start with that. Um. I was fortunate to, uh,
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  Speaker 1: you know, be blessed with some really great educational opportunities.
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  Speaker 1: But when thinking about creating the life of my dreams
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  Speaker 1: and what I really wanted, I had to make sure
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  Speaker 1: that I was going to be focused and working hard
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  Speaker 1: every single day because those degrees we're not going to
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  Speaker 1: take me there. Um. I wanted to go into multicultural
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  Speaker 1: marketing because I've always had an interest in what people
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  Speaker 1: of color were doing and growing up in Los Angeles,
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  Speaker 1: which is where I'm based, we have a thrising multicultural
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  Speaker 1: market here, so a lot of black folks, a lot
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  Speaker 1: of Hispanic folks, a lot of Asian folks, and I
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  Speaker 1: always thought we've got more in common than the things
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  Speaker 1: that set us apart. And so looking at how much
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  Speaker 1: we control economically and um, the growth of our population
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  Speaker 1: in the United States, there was just huge opportunity. Now,
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  Speaker 1: when you talk about opportunities, you have to realize when
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  Speaker 1: you used the word multicultural market Now, I noticed just
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  Speaker 1: said fifteen years or more, you've been in the business.
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  Speaker 1: So at one time, just shan because I was in
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  Speaker 1: radio a lot. I mean I was with Steve Harvard
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  Speaker 1: moreting to show where I co created the executive So
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  Speaker 1: we were initially talking about the African American market as
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  Speaker 1: a buyer and then all of a sudden, the term
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  Speaker 1: multicultural market segmentation came out and that included Hispanics, and
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  Speaker 1: so we U we as a buyer, I mean he
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  Speaker 1: we know, you know, we felt that we were want
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  Speaker 1: to lose our share of the marketing available marketing dollar
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  Speaker 1: to the growing Hispanic community, and so I felt that
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  Speaker 1: a lot of the publications like Black Enterprise and a
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  Speaker 1: lot of advertiser we lost because the term went from
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  Speaker 1: the specific to African American to the more diverse term multicultural.
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  Speaker 1: Am I correct in saying that? You know, um, I
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  Speaker 1: think that hitting us like I think that some people
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  Speaker 1: will try and put pit our communities against one another,
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  Speaker 1: But I think that that's the wrong approach to look
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  Speaker 1: at it. So I think that my business thrived because
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  Speaker 1: I am inclusive. UM. I do know that we have
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  Speaker 1: to uh talk about the growth of the multicultural market
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  Speaker 1: overall versus what's going on with the general market, because
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  Speaker 1: we're not getting our fair share of the dollars in
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  Speaker 1: any segment. So talking about what's going on in the
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  Speaker 1: African American market, I think it's only reinforced when you
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  Speaker 1: add what's going on in the Hispanic and the Asian
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  Speaker 1: market because none of us are getting our fair share,
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  Speaker 1: and it becomes more evident when you look at us
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  Speaker 1: together than is trying to say, oh, don't don't take
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  Speaker 1: the African American money and give it to the Hispanic money.
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  Speaker 1: We give it to the Hispanic partners, which I agree.
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  Speaker 1: I agree when you own your assessment of that, but
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  Speaker 1: it's all about what you do. What I always feel
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  Speaker 1: is that when you do that, then you're starting to
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  Speaker 1: fight for a real small person. Now, like you said,
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  Speaker 1: we don't get our fair share. Now you're kind of like,
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  Speaker 1: they didn't expand that budget in the in the African
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  Speaker 1: American they just kind of like added some more into
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  Speaker 1: that pot of competition if they would have expanded. We
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  Speaker 1: went from to like, I'll be excited about it, but
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  Speaker 1: we kind of like stated that that's what you're saying
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  Speaker 1: in the sense of, hey, when you combine the two
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  Speaker 1: and you're working out of the same budget, that's not fair.
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  Speaker 1: Give us a bigger a bigger budget to work out of,
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  Speaker 1: and then all of a sudden we'll reach a bigger audience.
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  Speaker 1: That's exactly right. And so I'm talking about the fact
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  Speaker 1: that all of these audiences are being under invested in
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  Speaker 1: and it makes no sense because these are the growth
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  Speaker 1: markets in the United States. So if you look at
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  Speaker 1: population growth in the United States over the last twenty years,
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  Speaker 1: over of it has been driven by people of color.
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  Speaker 1: And so if you want to grow your business in
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  Speaker 1: the US, you have to reach these consumers. And going
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  Speaker 1: out with that message again and again and showing the data,
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  Speaker 1: we're starting to breakthrough and people are starting to understand
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  Speaker 1: that if I want my business to be successful in
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  Speaker 1: the United States, I have to tap into this growing market.
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  Speaker 1: And it's combined, we're over four trillion dollars in buying power.
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  Speaker 1: So let me ask you this. This is always kind
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  Speaker 1: of annoys being uh makes me mad a little bit
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  Speaker 1: because of the fact that how the minority dollars being
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  Speaker 1: portrayed as a potential buyer, especially in the the I
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  Speaker 1: T world, the technical world, the high end phone usage world.
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  Speaker 1: And we all know that, uh, statistically that the minority
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  Speaker 1: communities use more Android phones and they use iPhones, And
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  Speaker 1: so do you do you do you get that? Might?
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  Speaker 1: Like I said, you know, we're all privilege to different
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  Speaker 1: levels of information, But I've always felt that the minority
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  Speaker 1: community was never given credit for being able to to
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  Speaker 1: be a buyer of the surface surface laptop or the iPhone,
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  Speaker 1: are the are the iPads? And and then but they
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  Speaker 1: want to tell us what we're the closes with the food,
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  Speaker 1: with the movies. We're more entertainment buyers than tech buyers. Correct. Yeah, well,
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  Speaker 1: you know, I think the message that UM we are
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  Speaker 1: tech leaders is starting to come through, and I think
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  Speaker 1: that social media had a lot to do with that.
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  Speaker 1: So understanding that we're gonna be early adopters, that we're
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  Speaker 1: gonna be on the hot new app, we're gonna be
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  Speaker 1: on the hot new platform, that we're gonna be uh,
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  Speaker 1: you know, driving the consumption of the new video game,
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  Speaker 1: all of those things UM have have started to break through.
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  Speaker 1: I think two advertisers and what I think the argument
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  Speaker 1: now is we don't want to just be consumers of
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  Speaker 1: those things. We don't want to just be buying the laptop.
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  Speaker 1: But we need to have our communities creating and driving
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  Speaker 1: the information that's being disseminated across these laptops and pushing
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  Speaker 1: you know, creating the next app. So those are the
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  Speaker 1: things that I think UM we want to really focus
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  Speaker 1: on that we don't want to just be buying this stuff.
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  Speaker 1: We want to be hired to help create this stuff
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  Speaker 1: because we know our communities are consuming it and driving
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  Speaker 1: the adoption of it. On the phone is Sheila marmon As.
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  Speaker 1: She's the founder and CEO of Mirror Digital and Interactive
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  Speaker 1: Media and advertising company which helps Fortune five hundred brainds
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  Speaker 1: capping to the multicultural market. Let me ask you this.
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  Speaker 1: You know, we've had a pretty in depth conversation my
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  Speaker 1: point of view from my experience, and and you're you're active,
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  Speaker 1: this is what you do. I'm just the outside observer
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  Speaker 1: in every words. I'm the guy who who basically your
• 9:59
  Speaker 1: campaign comes to me and then I'm I'm trying to
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  Speaker 1: execute in and so I'm trying to get as many
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  Speaker 1: dollars as i can work. So what exactly does your
• 10:08
  Speaker 1: company do when you go to a Fortune company? What
• 10:11
  Speaker 1: is is there a standard role that you play? All
• 10:15
  Speaker 1: is based on the company needs when you're when you
• 10:18
  Speaker 1: are approached. It's a little bit of both. So when
• 10:21
  Speaker 1: I go to a Fortune company and try and get
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  Speaker 1: them to understand the value of the multicultural market, I
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  Speaker 1: talk a lot about the growth of the market. Some
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  Speaker 1: of the things I've shared here today, so that this
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  Speaker 1: is the fastest growing population that it is a massive
• 10:38
  Speaker 1: buying pool, so that you're looking at real dollars that
• 10:42
  Speaker 1: can help drive the growth of your business. And then
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  Speaker 1: I'm also talking about the cultural nuances that make it
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  Speaker 1: important to be in UM what I call, you know,
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  Speaker 1: an authentic media space, so something like your radio show
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  Speaker 1: or UM if we're going to be in print, you know,
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  Speaker 1: let's look at those black enterprise, let's look at essence,
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  Speaker 1: let's look at ebony like we need we need to
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  Speaker 1: have advertisers that are advertising what I call in culture
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  Speaker 1: and in places that are going to create more of
• 11:15
  Speaker 1: a connection with the consumer. Now my work is relegated
• 11:19
  Speaker 1: to digital, so I'm working with all the digital platforms
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  Speaker 1: that target people of color, and we're pushing out UM
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  Speaker 1: all sorts of ads, video ads, we do ads on
• 11:31
  Speaker 1: social media, we do UM large format display ads. So
• 11:37
  Speaker 1: we're just making sure that message is where consumers will
• 11:42
  Speaker 1: feel like they're at home, and that's important. So basically
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  Speaker 1: using the word that's popular out there, authentic, Oh absolutely,
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  Speaker 1: that's the that's the that's the marketing word that's really
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  Speaker 1: popular out there, and I use it a lot because
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  Speaker 1: that's what the goal. And we're trying to target a
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  Speaker 1: millennial generation out there and and keep it, as they say,
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  Speaker 1: keep it real to their voice. Is it real? Yes,
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  Speaker 1: absolutely to that voice. Now, when you look at the
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  Speaker 1: multi multicultural market, what is your age? Demographic and uh
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  Speaker 1: find and also the uh I guess education and also
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  Speaker 1: the income. Yeah, well there's a wide range. Um. So
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  Speaker 1: I think that we're breaking down those demographic um excuse
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  Speaker 1: me characteristics, Like we're not out there pitching somebody's income,
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  Speaker 1: but we are looking at who's driving culture, and so
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  Speaker 1: we're focused on uh, that millennial generation, that Gen Z generation,
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  Speaker 1: so you know, eighteen thirty four is a big category.
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  Speaker 1: But then we also want some of the more professional
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  Speaker 1: and affluent folks as well. But when we're going out
• 12:47
  Speaker 1: and talking about multicultural, we're really saying, Okay, who is
• 12:52
  Speaker 1: creating culture? Who are the leaders that the math markets
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  Speaker 1: going to follow? Those are really our kids that are
• 12:59
  Speaker 1: doing that, And that's where we spend a lot of
• 13:01
  Speaker 1: time getting advertisers to understand. She's on the phone with
• 13:05
  Speaker 1: me first time on money making conversations. Sheila Marmon H Princeton,
• 13:09
  Speaker 1: BA from Princeton University, NBA from the Harvard from Harvard
• 13:12
  Speaker 1: Graduate School of Business. She's the founder and CEO of
• 13:16
  Speaker 1: Mirror Digital, which is an interactive media and advertising company
• 13:20
  Speaker 1: connecting leading brands to growing US multicultural markets. When we
• 13:24
  Speaker 1: come back, she's gonna tell us how to create the
• 13:26
  Speaker 1: life of your dreams, strategies for making money working in
• 13:30
  Speaker 1: the multi multi cultural market, hot trans and digital media,
• 13:35
  Speaker 1: Wow and advertising, the importance of targeted branding today, and
• 13:39
  Speaker 1: building success. I'm back with more money Making Conversations, and
• 13:44
  Speaker 1: I'm back with my fantastic guests. She's the first timer
• 13:47
  Speaker 1: on Money Making Conversation. A little back history on her
• 13:50
  Speaker 1: BA from Princeton University and NBA from the Harvard Graduate
• 13:54
  Speaker 1: School of Business. She's the founder and CEO of Mirror Digital,
• 13:58
  Speaker 1: and interactive media and advertising company. She has fortune five
• 14:01
  Speaker 1: hundred brands tapp into the fastest growing US consumer base
• 14:04
  Speaker 1: the multicultural market. Please welcome back to the show, Miss
• 14:08
  Speaker 1: Sheila Marmon, Hi, thank you. I'm trying to set you
• 14:12
  Speaker 1: up your winner Winner. Well, you know he's a cool
• 14:17
  Speaker 1: thing about it is that where you based? It based
• 14:20
  Speaker 1: in Los Angeles, Los Angeles, California. Um, and so is
• 14:24
  Speaker 1: there is so when you're you're three hours off the
• 14:27
  Speaker 1: time frame on East Coast, you know, and then so
• 14:31
  Speaker 1: that sort of means that you can wake up at
• 14:33
  Speaker 1: nine and this noon there you can wake up at
• 14:35
  Speaker 1: six and it's nine on the East Coast. Does that
• 14:37
  Speaker 1: affect how you do business or do you work earlier
• 14:39
  Speaker 1: to offset the time difference when you're doing have customers
• 14:42
  Speaker 1: along the East Coast? Yeah, so my customer base is national,
• 14:46
  Speaker 1: and um, you know, given that we are an advertising
• 14:50
  Speaker 1: driven company, Uh, the center of advertising really is New
• 14:53
  Speaker 1: York City, so we have to work on their hours.
• 14:57
  Speaker 1: I'm up early and taking call quite early on a
• 15:01
  Speaker 1: regular basis. Yeah. I had to bring that out a
• 15:03
  Speaker 1: lot of people think that, you know that, that's what
• 15:05
  Speaker 1: I've talked about when I talked about that. You know,
• 15:07
  Speaker 1: you can't set your clock to being successful. You have
• 15:09
  Speaker 1: to set your clock to other people so you can
• 15:11
  Speaker 1: be successful. And that's the situation. So if you if
• 15:14
  Speaker 1: it's eight o'clock in l a and it's eleven o'clock
• 15:17
  Speaker 1: on New York, I think you needed to make some
• 15:20
  Speaker 1: calls at five or six o'clock in the morning. You know,
• 15:22
  Speaker 1: that's absolutely right, you know, make it, make it act
• 15:25
  Speaker 1: like you at the job. You might be still making
• 15:28
  Speaker 1: eggs in the kitchen but you need to be calling somebody.
• 15:30
  Speaker 1: I need to be calling somebody. So when you when
• 15:34
  Speaker 1: you look at you said, it's a couple of talking
• 15:36
  Speaker 1: point questions that came to me, how to create the
• 15:39
  Speaker 1: life of your dreams? What exactly does that mean? When
• 15:42
  Speaker 1: I when I pulled it from my portal about questions
• 15:45
  Speaker 1: that should I should ask you? Yeah? Absolutely so. One
• 15:48
  Speaker 1: of my favorite quotes um is one derived from Henry
• 15:53
  Speaker 1: David Thurreau, and its go confidently in the direction of
• 15:55
  Speaker 1: your dreams, live the like you have imagined. I have
• 15:59
  Speaker 1: that on my wall in my office. I have that
• 16:02
  Speaker 1: on my wall in my bedroom. And what that means
• 16:07
  Speaker 1: to me, you know, living the life you've imagined that
• 16:10
  Speaker 1: First of all, you've got to spend some time thinking
• 16:12
  Speaker 1: about what you really want and what your priorities are
• 16:15
  Speaker 1: as a person. Um. And this is not just about
• 16:18
  Speaker 1: making money, though making money is a big part of it.
• 16:21
  Speaker 1: It's also about what are you passionate about? What do
• 16:24
  Speaker 1: you want to spend your life doing. And once you
• 16:27
  Speaker 1: start to think through that, you know, putting in the hustle,
• 16:31
  Speaker 1: getting up at you know, five in the morning so
• 16:34
  Speaker 1: I could talk to my East Coast clients, all those
• 16:36
  Speaker 1: things become more effortless because it's putting you on the
• 16:40
  Speaker 1: path to where you really want to go. So that's
• 16:44
  Speaker 1: what I like to tell. Um. You know some young
• 16:46
  Speaker 1: people that I mentor that the road is going to
• 16:49
  Speaker 1: be windy, But think about what really excites you and
• 16:53
  Speaker 1: what really you know sparks your imagination, because that is
• 16:57
  Speaker 1: gonna be what drives you, UM in the long term
• 17:01
  Speaker 1: to succeed as an entrepreneur or even in corporate America. UM,
• 17:06
  Speaker 1: doing something that you're really really excited about. Now with
• 17:09
  Speaker 1: that being said, UM, you talk about dreams, and I
• 17:14
  Speaker 1: would tell people that myself that the people I say
• 17:18
  Speaker 1: that people say I always I've done everything. Anything I've
• 17:21
  Speaker 1: dreamed about I was serious about, I've actually accomplished it.
• 17:25
  Speaker 1: I've accomplished it, and there's always been accomplished because I
• 17:27
  Speaker 1: don't live my life on a short window. I always
• 17:29
  Speaker 1: look at these three months, six months down the line,
• 17:32
  Speaker 1: and it's so automatic to me now. But people who
• 17:35
  Speaker 1: live in that thirty day window really just going from
• 17:37
  Speaker 1: check to check. And I don't know, I don't know
• 17:39
  Speaker 1: how you complain in your life if you're gonna check
• 17:41
  Speaker 1: to check, because it's a rat race and you can't.
• 17:44
  Speaker 1: But you have to be able to convince yourself that
• 17:46
  Speaker 1: whatever you spend in that month, that thirty day period
• 17:49
  Speaker 1: paid off. If you expend it beyond that, you know
• 17:52
  Speaker 1: there are certain things you can't pay off, like a
• 17:54
  Speaker 1: mortgage and some car notes. But make sure that call
• 17:57
  Speaker 1: note of that mortgage that you bringent you your life
• 18:00
  Speaker 1: doesn't overwhelm you. And so so when you're talking about
• 18:03
  Speaker 1: your dreams, that's important when I hear that because it
• 18:06
  Speaker 1: becomes a major part of how you vision your success correct, correct?
• 18:13
  Speaker 1: And how do you how do you how do you
• 18:15
  Speaker 1: plan it? Then? If you if you vision, if you
• 18:17
  Speaker 1: put a vision in place for your success, how do
• 18:20
  Speaker 1: you plan it? How do you lay it out? Do
• 18:22
  Speaker 1: you lay it out on a on an annual basis
• 18:24
  Speaker 1: or you it changes along the way, you're willing to
• 18:27
  Speaker 1: make the adjustments. When you set a goal and you
• 18:29
  Speaker 1: you meet it, do you hang onto that goal and
• 18:32
  Speaker 1: brag about it or you just put another goal in place? Well,
• 18:36
  Speaker 1: I think that there are a lot of tactical ways
• 18:39
  Speaker 1: that you can attack this. So um me personally, I
• 18:44
  Speaker 1: do uh, I do a plan for a year. So,
• 18:48
  Speaker 1: but it's hard to um stay on course if you're
• 18:51
  Speaker 1: only checking in once a year, so you've got to
• 18:54
  Speaker 1: also put in milestones along the way to see if
• 18:58
  Speaker 1: you're getting there. Uh. And those can be quarterly, those
• 19:01
  Speaker 1: can be monthly, they can be however frequently think that
• 19:04
  Speaker 1: you need to check in with yourself. I check in
• 19:08
  Speaker 1: on a monthly basis. I'm saying, Okay, you know I
• 19:10
  Speaker 1: had this priority for this month. Did I get that done? Um?
• 19:14
  Speaker 1: And And that's really what's worked for me. Um. For
• 19:18
  Speaker 1: people who are more visual, I think a vision board
• 19:21
  Speaker 1: is very powerful and so that you know, reminds you
• 19:25
  Speaker 1: on a daily basis, you know, these are the things
• 19:28
  Speaker 1: I want to manifest in my life and how am
• 19:30
  Speaker 1: I going to get there? It was really interesting when
• 19:32
  Speaker 1: I was growing up. You know, I grew up in
• 19:35
  Speaker 1: the inner city. Um. The high schools doesn't even make
• 19:38
  Speaker 1: this anymore and um and so I used to give
• 19:42
  Speaker 1: them a little beat up little Pinto because it was
• 19:45
  Speaker 1: beat because the band students sat on my hood of
• 19:47
  Speaker 1: my car and put it in in and I couldn't
• 19:49
  Speaker 1: afford to fix it. So it's always had this this
• 19:52
  Speaker 1: permanent little behind imprint on the front of my car.
• 19:56
  Speaker 1: And I should drive through neighborhood I should drive through
• 19:58
  Speaker 1: neighborhoods that there will be all my lifestyle and I
• 20:01
  Speaker 1: just look at cars and and that was the way
• 20:03
  Speaker 1: before vision boards where in existence. And I look at
• 20:06
  Speaker 1: my life. Now I drive the cars I thought about
• 20:09
  Speaker 1: night school. I lived the house that I used to
• 20:11
  Speaker 1: drive through the neighborhoods. And so when when when the
• 20:14
  Speaker 1: opportunities came my way. That's what I always tell people,
• 20:17
  Speaker 1: don't ignore the opportunity. Planning for the opportunity. You know,
• 20:22
  Speaker 1: if you if you if you feel that you've never
• 20:23
  Speaker 1: reached something, then guess what, when the opportunity comes, then
• 20:26
  Speaker 1: you get confused. So so when the opportunity came for
• 20:29
  Speaker 1: me to buy an expensive car, I wasn't confused. I
• 20:31
  Speaker 1: just I was just picking up options because my mindset
• 20:34
  Speaker 1: was already there. And that's so you're talking. It's about mindset.
• 20:37
  Speaker 1: And I enjoyed talking to you because that's what you're
• 20:40
  Speaker 1: talking about when you talk about vision boards, talk about opportunities,
• 20:43
  Speaker 1: You talking about planning, You talking about all these things
• 20:45
  Speaker 1: in the digital space that we didn't have. Now is
• 20:48
  Speaker 1: available in the digital space, which makes it moves a lot,
• 20:51
  Speaker 1: move a lot faster, So you don't have to drive
• 20:53
  Speaker 1: through a neighborhood like I drove through. You could just
• 20:55
  Speaker 1: get you could just go online and just see a
• 20:57
  Speaker 1: house and just print it out and put it on
• 20:58
  Speaker 1: your wall again. You know, you can just go through
• 21:03
  Speaker 1: all these things like you know. It's really really important
• 21:06
  Speaker 1: that people understand is that in your ability to have
• 21:09
  Speaker 1: a dream, the plan is a lot more important now
• 21:13
  Speaker 1: because you can actually get your dream and put it
• 21:16
  Speaker 1: right in front of you. You know, you can put
• 21:18
  Speaker 1: a picture of a college you want to go through.
• 21:20
  Speaker 1: You can put a picture of a person you want
• 21:21
  Speaker 1: to date. You can put a picture of a type
• 21:23
  Speaker 1: of food that you like that. You put a picture
• 21:25
  Speaker 1: of the house you want to live. All that can
• 21:27
  Speaker 1: be put in front of you. That's called the vision board.
• 21:32
  Speaker 1: But don't become married to the vision board if changes
• 21:35
  Speaker 1: come about. That's what she's seeing. Well, you know, one
• 21:40
  Speaker 1: I love, I mean, I love the vision board. I
• 21:42
  Speaker 1: love the plan. But with the plan have to come
• 21:45
  Speaker 1: to hustle. So that's the part we got to remind
• 21:47
  Speaker 1: folks about. Too. Right right right right, right, right right.
• 21:52
  Speaker 1: You can have the pictures up there, but you also
• 21:54
  Speaker 1: have to work towards those things because and have a path.
• 21:58
  Speaker 1: That's gonna get you from where you are today to
• 22:01
  Speaker 1: where you want to be. There's another question that came
• 22:03
  Speaker 1: from your portal strategies for making money? What are your
• 22:06
  Speaker 1: some of your strategies for making money? So my strategies
• 22:09
  Speaker 1: for making money is um or I guess I would
• 22:12
  Speaker 1: say my mantra is really know your craft. And I
• 22:15
  Speaker 1: think a lot of UM folks don't value that as
• 22:21
  Speaker 1: much as we might want to, because it's really important
• 22:25
  Speaker 1: for you to be excellent at what you deliver and
• 22:28
  Speaker 1: what you do. UM. It's you know, you can start
• 22:31
  Speaker 1: a business, but you want to be the best and
• 22:34
  Speaker 1: you want to make sure that what you're bringing to
• 22:36
  Speaker 1: the table is different from everybody else that's out there.
• 22:41
  Speaker 1: So how do you, you know, put in the time
• 22:44
  Speaker 1: and make sure you really know what you're doing and
• 22:46
  Speaker 1: really know what you're talking about? UM? And that's what
• 22:49
  Speaker 1: that's another part of you know, I go back to
• 22:51
  Speaker 1: one of my favorite words of as part of the hustle,
• 22:53
  Speaker 1: like you gotta learn. That's absolutely true. Now, what is
• 22:57
  Speaker 1: the what is the difference? Okay, the just ex playing everybody?
• 23:00
  Speaker 1: You have the general market and do you have the
• 23:03
  Speaker 1: multi cultural market? Which is the difference? So well, you know,
• 23:07
  Speaker 1: it's interesting. So historically what the general market has referred to, UM,
• 23:13
  Speaker 1: white people basically, and then the multicultural market and then
• 23:16
  Speaker 1: people of color, and those have been advertising terms that
• 23:21
  Speaker 1: have been used, uh in our industry for a long time.
• 23:25
  Speaker 1: But what you know, what, the way we're starting to
• 23:28
  Speaker 1: talk and starting to help people understand is that the
• 23:33
  Speaker 1: multicultural market is the new general market and that our
• 23:38
  Speaker 1: population in the United States, we it's of the total population,
• 23:43
  Speaker 1: so we're you know, people still sometimes say minority, and
• 23:46
  Speaker 1: it was like, We're not going to be a minority
• 23:47
  Speaker 1: for long. So it's we've got to change our mindset
• 23:51
  Speaker 1: and how we view ourselves that we are the general
• 23:54
  Speaker 1: market now and we are going to be the driving
• 24:00
  Speaker 1: opportunity for for businesses and we should we should take
• 24:04
  Speaker 1: advantage of that in terms of participating in the growth
• 24:09
  Speaker 1: and the wealth it's going to be created. Wealth is
• 24:12
  Speaker 1: the key advantage and and is the key as well.
• 24:15
  Speaker 1: And now just a quick bart a minute left, just
• 24:18
  Speaker 1: give us some hot trands and digital media and advertisers
• 24:20
  Speaker 1: that you feel is important in targeting branding today and
• 24:23
  Speaker 1: building your success. Oh absolutely so, UM, A couple of
• 24:28
  Speaker 1: things I think that data and UM finding data on
• 24:32
  Speaker 1: the consumers that you want to reach out to and
• 24:35
  Speaker 1: incorporating those in your advertising campaigns. It's really important and
• 24:39
  Speaker 1: something that you can do in digital. So if I
• 24:41
  Speaker 1: want people only in a certain neighborhood, or if I
• 24:44
  Speaker 1: only want mothers, or if I want people who go
• 24:47
  Speaker 1: to the movies three times a week, there are different
• 24:49
  Speaker 1: ways to segment those markets so you can make your
• 24:52
  Speaker 1: dollars go um faster. And then I also think social media,
• 24:56
  Speaker 1: going back to that word authenticity, we want to make
• 25:00
  Speaker 1: sure we have the voices that are diverse, voices that
• 25:03
  Speaker 1: really represent us. So how do we um make sure
• 25:07
  Speaker 1: we're aligning ourselves with those people if we can help
• 25:10
  Speaker 1: you do both of those things, and those are really
• 25:12
  Speaker 1: really important. Today the phone today I have Miss Sheila
• 25:15
  Speaker 1: Marmon and uh, you're fantastic. Are want to invite you
• 25:19
  Speaker 1: back on the show if you have time, Please put
• 25:21
  Speaker 1: me in your schedule. An amazing guests and keep being
• 25:24
  Speaker 1: successful on the West Coast. You need to check out
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