Latest / The Steve Harvey Morning Show / Brand Building: She helps define a brand-based company’s reputation, not just its visual identity.

Transcript

Brand Building: She helps define a brand-based company’s reputation, not just its visual identity. · The Steve Harvey Morning Show

• 0:05
  Speaker 1: Welcome to the show.
• 0:06
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• 1:01
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• 1:08
  Speaker 2: But now let's get started. My guess is a proud
• 1:11
  Speaker 2: HBCU graduate. Through the platform Women and Media Global, she
• 1:16
  Speaker 2: has impacted the Liza over fifteen thousand women and students worldwide.
• 1:22
  Speaker 1: Since twenty twelve.
• 1:23
  Speaker 2: Women and Media has provided a platform for women in media,
• 1:27
  Speaker 2: entertainment and business, offering education, networking and multimedia storytelling opportunities
• 1:33
  Speaker 2: to foster growth and collaboration. We will discuss her journey
• 1:38
  Speaker 2: from HPCU grad the Visionary Entrepreneur. Please welcome to Money
• 1:43
  Speaker 2: Making Conversation Masterclass, Danielle Jeter.
• 1:45
  Speaker 3: How you doing, Danielle, I'm doing great. Good morning. Thank
• 1:50
  Speaker 3: you so much for having me today.
• 1:52
  Speaker 1: First of all, where are you based at?
• 1:54
  Speaker 4: I'm based in Miami, Florida currently. I've been here five
• 1:57
  Speaker 4: years now.
• 1:58
  Speaker 2: Okay, now, PR public Relations. If was that a strategic move?
• 2:04
  Speaker 3: Actually?
• 2:05
  Speaker 4: No. I first started out in the business as a
• 2:09
  Speaker 4: event planner and even producer, and I then went to
• 2:14
  Speaker 4: Radio one in Philadelphia as an intern when I graduated
• 2:18
  Speaker 4: from Spellman and I ended up in the promotions department.
• 2:22
  Speaker 4: So I was doing events with the promotions department because
• 2:25
  Speaker 4: I wanted to hold my skills in the event space,
• 2:29
  Speaker 4: and so I thought that would be a great opportunity
• 2:32
  Speaker 4: for me to get started and to meet some of
• 2:35
  Speaker 4: the great people who are influential in my city of Philadelphia.
• 2:39
  Speaker 4: When I went back to Philly, and there were people
• 2:43
  Speaker 4: who began to see me in the studio with journalists,
• 2:47
  Speaker 4: with media personalities and other celebrities who would come through
• 2:50
  Speaker 4: the city. Because when I was at the radio station,
• 2:52
  Speaker 4: not only was I in promotion, but I also had
• 2:55
  Speaker 4: the opportunity to learn how to actually produce talk radio shows.
• 2:59
  Speaker 4: And so we began to actually get calls for me
• 3:02
  Speaker 4: to do pr services and for me to offer marketing
• 3:05
  Speaker 4: services to clients. And I said, hey, I don't offer
• 3:09
  Speaker 4: that service, but when the call came in a few times,
• 3:12
  Speaker 4: I was like, Okay, we offer that service, and so
• 3:14
  Speaker 4: I could run. You know, I learned in the field
• 3:18
  Speaker 4: actually doing public relations.
• 3:20
  Speaker 2: Yes, okay, cool, So we're going to talk about events
• 3:23
  Speaker 2: and we're going to talk about public relations. But let's
• 3:25
  Speaker 2: go back to HBCU. Spelman College and based in Atlanta, Georgia.
• 3:30
  Speaker 2: What makes Spelman College so special?
• 3:34
  Speaker 3: Spellman is a great space.
• 3:35
  Speaker 4: The whole mission is to educate black women and to
• 3:39
  Speaker 4: create leaders and innovators out of the students who matriculate
• 3:44
  Speaker 4: through the university. It was just a wonderful opportunity to
• 3:48
  Speaker 4: be around such amazing women who are just growing, learning, doing,
• 3:55
  Speaker 4: but also very ambitious women, very driven, very smart, intelligent women.
• 4:01
  Speaker 4: And so that sisterhood is something that is rare, is
• 4:05
  Speaker 4: very unique, and what Spellman has been able to create
• 4:08
  Speaker 4: since eighteen eighty one has been life changing. It has
• 4:11
  Speaker 4: changed my life. It was a great decision for me
• 4:15
  Speaker 4: to go to Spelman. I was able to be challenged
• 4:19
  Speaker 4: a lot as well. It's not an easy place to
• 4:22
  Speaker 4: matriculate through and so you earned all your greeds. There
• 4:25
  Speaker 4: are no shortcuts at Spelman College. So I'm grateful for
• 4:29
  Speaker 4: my alma mater.
• 4:30
  Speaker 2: So let's talk about AOI. What does AOI stand for
• 4:34
  Speaker 2: this AOI Events and why did you start it?
• 4:38
  Speaker 4: AOI Events and PR stands for Affairs of Influence. So
• 4:44
  Speaker 4: this is a great backstory. We actually had to rebrand
• 4:47
  Speaker 4: our company when the company turned five years old because
• 4:50
  Speaker 4: the original name of the company was Affairs of Isis Events.
• 4:55
  Speaker 3: That was when.
• 4:56
  Speaker 4: President Barack Obama was in his first term and there
• 4:59
  Speaker 4: was a war on Isoul, right, but the news media
• 5:05
  Speaker 4: kept saying Isis and Isis is actually an Egyptian goddess.
• 5:09
  Speaker 4: So I actually had the opportunity to travel to Egypt
• 5:13
  Speaker 4: with Spelman College when I was a student. That trip
• 5:16
  Speaker 4: inspired me to launch my business the following year, and
• 5:21
  Speaker 4: I named my company after the Egyptian goddess Isis.
• 5:25
  Speaker 3: I began to get attacked.
• 5:28
  Speaker 4: Online in person at events when I was speaking at panels,
• 5:31
  Speaker 4: and even some of my clients had an issue with
• 5:33
  Speaker 4: the name of my business and did not want to
• 5:35
  Speaker 4: be associated with Affairs of Isis due to the war
• 5:39
  Speaker 4: or isol and so we rebranded at year five and
• 5:43
  Speaker 4: so we were branded to Affairs of Influence. So AOI
• 5:46
  Speaker 4: Events and PR stands for Affairs of Influence and we
• 5:50
  Speaker 4: do very niche marketing and PR and strategic communications campaigns
• 5:55
  Speaker 4: for brands who are looking to do social good. They're
• 5:58
  Speaker 4: looking to drive a message but also to build relationships
• 6:02
  Speaker 4: with their target audience, so we do communications campaigns. We
• 6:06
  Speaker 4: offer brand strategy, branding, marketing campaigns and event activations.
• 6:13
  Speaker 1: Now it took you a moment to make that name change.
• 6:16
  Speaker 2: What finally pushed you over the edge to say, you
• 6:19
  Speaker 2: know something, Either I'm a ride design or my business.
• 6:22
  Speaker 1: Is gonna close.
• 6:24
  Speaker 4: I changed the name when I had a client who
• 6:26
  Speaker 4: told me I couldn't show up at his event that
• 6:28
  Speaker 4: I planned with my business cards, and he said, I
• 6:32
  Speaker 4: don't know what you need to do. I'm gonna add
• 6:35
  Speaker 4: extra money to your retainer. I need you to go
• 6:37
  Speaker 4: find some new business cards in forty eight hours. So
• 6:41
  Speaker 4: when he told me that that was a gillbreaker, I
• 6:44
  Speaker 4: was like, no problem, We're gonna figure this out, right.
• 6:47
  Speaker 4: And so what I did was I went to some experts.
• 6:50
  Speaker 4: I sat down, I did a roundtable think tank with
• 6:53
  Speaker 4: people that I trusted, advisors that I trusted, and I
• 6:56
  Speaker 4: began to get feedback and information and direct action and
• 7:01
  Speaker 4: be able to bounce ideas off of them.
• 7:03
  Speaker 3: Then I went.
• 7:03
  Speaker 4: To another marketing and design company and I sat with
• 7:08
  Speaker 4: them and I got a consultation with them, and I
• 7:11
  Speaker 4: went through the process.
• 7:12
  Speaker 1: Right.
• 7:12
  Speaker 4: I had to redo the logos, had to be done over,
• 7:15
  Speaker 4: the website, had to be done over, business cards, email addresses.
• 7:19
  Speaker 4: I mean, everything was brand new.
• 7:22
  Speaker 1: So you did this whole rebrand, this whole rebrand.
• 7:25
  Speaker 2: Did you immediately notice the difference now you've made those changes.
• 7:30
  Speaker 2: Where were you at and how did you relaunch your
• 7:32
  Speaker 2: brand and let everybody know I'm the same person, just
• 7:36
  Speaker 2: a different name.
• 7:37
  Speaker 4: Yeah, it was it was a process, you know, And
• 7:41
  Speaker 4: when you rebrand.
• 7:42
  Speaker 3: It costs money.
• 7:44
  Speaker 4: You gotta pay to get all of these new marketing
• 7:47
  Speaker 4: assets designed and done. These things could take a couple
• 7:50
  Speaker 4: of weeks in order to do. But I felt like
• 7:52
  Speaker 4: it gave our brand an upgrade, It gave us a refresh,
• 7:56
  Speaker 4: and it gave us something that was a little bit
• 7:57
  Speaker 4: more relatable to the diverse client and tell that we
• 8:00
  Speaker 4: actually want to serve.
• 8:01
  Speaker 2: So that talks about communication, and I think in all conversations, Danielle,
• 8:05
  Speaker 2: I'm talking to Danielle Jeter pr extraordinaire. I like to
• 8:09
  Speaker 2: say that an event planner extraordinary impacted over fifteen thousand
• 8:13
  Speaker 2: people since twenty twelve. She did a rebrand on her name,
• 8:17
  Speaker 2: and that calms down to communication, strategic communication, which is
• 8:23
  Speaker 2: the core of success. Being able to listen and being
• 8:27
  Speaker 2: able to speak the right language to people at the
• 8:31
  Speaker 2: right point of communication. Talk to us, Danielle about strategic communication.
• 8:38
  Speaker 3: Strategic communications is so valuable.
• 8:41
  Speaker 4: I typically am on the external communication side of things,
• 8:45
  Speaker 4: so I am externally communicating my clients messaging and their mission,
• 8:50
  Speaker 4: their vision to a target audience for their products or services.
• 8:55
  Speaker 4: That's a delicate situation because you have to think about
• 8:59
  Speaker 4: the India user. What is important to the end user
• 9:03
  Speaker 4: that is going to draw them to my client's mission,
• 9:06
  Speaker 4: that is going to draw them to create impact for
• 9:09
  Speaker 4: in my clients so that they can get more customers
• 9:12
  Speaker 4: within their business, they can get more users within their
• 9:14
  Speaker 4: services and things of that sort. So I'm constantly thinking
• 9:18
  Speaker 4: and keeping my nose to the ground of what's happening
• 9:21
  Speaker 4: on the ground. What are consumers interested in, what is
• 9:26
  Speaker 4: concerning them, and how do we communicate best to them
• 9:29
  Speaker 4: in order to capture their attention. Today, our competition is
• 9:35
  Speaker 4: not other businesses. Today, competition is the attention of our
• 9:39
  Speaker 4: buyers Instagram, TikTok, podcasts, the news. What they're taking in
• 9:47
  Speaker 4: entertainment is sports. Where they're spending their time and what
• 9:51
  Speaker 4: they're utilizing these their minutes and their hours. That is
• 9:55
  Speaker 4: the attention and that is what we are in competition with.
• 9:58
  Speaker 4: So we have to show it with their are and
• 10:00
  Speaker 4: then we have to communicate in a way that is
• 10:02
  Speaker 4: interesting to them. And now because we have such short
• 10:06
  Speaker 4: form content and such short form copy, now we have
• 10:09
  Speaker 4: to relay our message in a shorter way that it's
• 10:11
  Speaker 4: still attractive to the client that is going to capture
• 10:13
  Speaker 4: their attention.
• 10:14
  Speaker 2: Okay, Daniel just the key part of this conversation because
• 10:17
  Speaker 2: my show is about entrepreneurship, small business owners, influencers, people
• 10:21
  Speaker 2: have products, brand activations, so many people don't understand that.
• 10:28
  Speaker 2: First of all, please explain to everybody what is the
• 10:31
  Speaker 2: brand and then move on to brand activations and how
• 10:36
  Speaker 2: to launch successful brand activations.
• 10:41
  Speaker 3: So your brand is simply your reputation.
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  Speaker 4: Sometimes we think, oh, my brand is the colors in
• 10:47
  Speaker 4: my logo. It's my logo, it's the pretty things, it's
• 10:51
  Speaker 4: the website. Your brand is Your reputation is what people
• 10:55
  Speaker 4: say about you and your company and your services when
• 10:57
  Speaker 4: you are not in the room.
• 10:59
  Speaker 3: It is what they say about you when.
• 11:01
  Speaker 4: They are referring or not referring your business to another
• 11:04
  Speaker 4: potential customer.
• 11:05
  Speaker 3: That is your reputation.
• 11:06
  Speaker 4: Your customer service, how you deliver, how you communicate, how
• 11:10
  Speaker 4: you follow up and follow through is the reputation of
• 11:13
  Speaker 4: your brand. So that is important elements that you always
• 11:18
  Speaker 4: want to keep at the top of your mind. But
• 11:21
  Speaker 4: we are about experiences. The brand activation gigs you an
• 11:25
  Speaker 4: opportunity to create an experience for your customers and those
• 11:29
  Speaker 4: who you want to be your customers.
• 11:32
  Speaker 3: You use brand.
• 11:33
  Speaker 4: Activations as a way to show up in person, in
• 11:36
  Speaker 4: community to be able to have personal touch points with
• 11:40
  Speaker 4: your customers and with your audience.
• 11:42
  Speaker 3: So you being able to activate a.
• 11:46
  Speaker 4: Concept, whether it is a in person event, a in
• 11:50
  Speaker 4: person experience, a kiosk type of experience, This is you
• 11:54
  Speaker 4: going out into the field and being able to create
• 11:57
  Speaker 4: touch points for your consumers what will create emotion and
• 12:01
  Speaker 4: emotions within them. Right, they'll be able to learn see
• 12:05
  Speaker 4: you and feel you, touch you, and have an emotional
• 12:07
  Speaker 4: connection to your brand and really get to know who
• 12:09
  Speaker 4: you are. So brand activations are a part of your
• 12:13
  Speaker 4: marketing strategy, and a great way to launch a brand
• 12:16
  Speaker 4: activation is to first plan for it into your marketing strategy,
• 12:21
  Speaker 4: So breaking up your marketing and breaking up your planning
• 12:25
  Speaker 4: in quarters and being able to say, hey, let me
• 12:29
  Speaker 4: go ahead and steat a budget aside, because I want
• 12:31
  Speaker 4: to activate whether you The smart way that brands activate
• 12:35
  Speaker 4: nowadays is activating where the people already are. So the
• 12:38
  Speaker 4: smart way to activate is to go to where the
• 12:41
  Speaker 4: audience already is and buy into that experience. I think
• 12:44
  Speaker 4: another great way to do this and what ways that
• 12:47
  Speaker 4: I started to activate my own brand was partnership and
• 12:52
  Speaker 4: I built relationships with the local elected officials in my city.
• 12:56
  Speaker 4: I'm from Philadelphia, so when I went back home from
• 13:00
  Speaker 4: the graduating from Spellman College, I began to create relationships
• 13:03
  Speaker 4: with local elected officials. They have a need, I have
• 13:07
  Speaker 4: a need, right, and so they also have community events
• 13:12
  Speaker 4: and various events for various audience members within their constituent.
• 13:16
  Speaker 4: So I began to partner with them on behalf of
• 13:20
  Speaker 4: slaw business networking events, young professional networking events, Women in
• 13:24
  Speaker 4: Media congresses, and so as a result, my company was
• 13:28
  Speaker 4: able to partner with their bigger brand and then expose
• 13:32
  Speaker 4: us to an audience of people in creating that trust factor.
• 13:36
  Speaker 4: So brand activations could also be something like that. So
• 13:40
  Speaker 4: now we're partnering on an event. I'm co branding and
• 13:42
  Speaker 4: marketing with this senator, with this congresswoman. Now people are
• 13:47
  Speaker 4: seeing that I'm a credible businesswoman in the city because
• 13:50
  Speaker 4: now I'm partner with the congresswoman who they are already know.
• 13:53
  Speaker 3: And now my local placement is there.
• 13:55
  Speaker 4: With her local placement, we're doing pop up banners. I
• 13:58
  Speaker 4: have an opportunity to speak and address the audience. And
• 14:01
  Speaker 4: now she becomes my partner, he or she becomes my partner.
• 14:04
  Speaker 4: It's another great way to activate, and it also doesn't
• 14:06
  Speaker 4: take a lot of capital in order for you to
• 14:08
  Speaker 4: come in and say, hey, I want to add value
• 14:11
  Speaker 4: to this program. This is what I can bring to
• 14:14
  Speaker 4: the team.
• 14:14
  Speaker 5: Please don't go anywhere. We'll be right back with more
• 14:18
  Speaker 5: Money Making Conversations Masterclass. Welcome back to the Money Making
• 14:27
  Speaker 5: Conversations Masterclass hosted by Rashaan McDonald.
• 14:32
  Speaker 2: Let's talk about brand activation mistakes. Everybody wants to do
• 14:36
  Speaker 2: it their way. I will tell people on this show.
• 14:40
  Speaker 2: I say you can't show up at the door opening
• 14:42
  Speaker 2: the door where your customers are in line. You gotta
• 14:45
  Speaker 2: be there before your customer. That's an activation mistake. Let's
• 14:49
  Speaker 2: talk about the process of people coming to you. You
• 14:52
  Speaker 2: do events. You also do PR. That's the name of
• 14:55
  Speaker 2: your company, AOI Events in PR. How does support body
• 14:59
  Speaker 2: walk into you trying to avoid brand mistakes? How do
• 15:03
  Speaker 2: you welcome a new client into your business?
• 15:06
  Speaker 3: That's a really great question.
• 15:08
  Speaker 4: So at the point of discovery, I invite the prospect, customer, corporation, executive,
• 15:18
  Speaker 4: nonprofit leader. I invite them to have a discovery meeting
• 15:22
  Speaker 4: with me, a discovery call. Before they actually get on
• 15:25
  Speaker 4: this call, I have a short fan and they fill
• 15:28
  Speaker 4: out information on that form that allows me to gather
• 15:32
  Speaker 4: enough information that I can go ahead and start to
• 15:35
  Speaker 4: drive the conversation as we set up for that first
• 15:39
  Speaker 4: discovery meeting.
• 15:40
  Speaker 3: That first discovery meeting, there's never a charge.
• 15:42
  Speaker 4: I do not charge for a counsultation to see if
• 15:45
  Speaker 4: we are a good fit to work together.
• 15:47
  Speaker 1: Thank you.
• 15:48
  Speaker 4: I welcome that one hour conversation and I take the
• 15:52
  Speaker 4: moment to learn as much about this potential prospect their
• 15:58
  Speaker 4: company with their goals are, what their mission is, but
• 16:01
  Speaker 4: also what are the pain points, what is not working
• 16:06
  Speaker 4: for you that you're looking to find a solution and
• 16:09
  Speaker 4: to find a problem about this problem. If your problem
• 16:14
  Speaker 4: is something that I feel confident that I can address
• 16:18
  Speaker 4: and help you move forward by way of communications, public relations, branding,
• 16:25
  Speaker 4: a special event, then I go ahead and I offer
• 16:28
  Speaker 4: up our types of services and provide that. So public
• 16:32
  Speaker 4: relations is traditionally something that is done on a retainer,
• 16:36
  Speaker 4: which means that the customer or the business owner is
• 16:41
  Speaker 4: signing a contract for several months to retain us for
• 16:45
  Speaker 4: three months, for four months, for six months, for one year,
• 16:48
  Speaker 4: and for us to work on your behalf. And it
• 16:50
  Speaker 4: is services that are done for you. So that is
• 16:54
  Speaker 4: a traditional way of how we go ahead and do
• 16:56
  Speaker 4: our business. If it does not seem as if it's
• 16:59
  Speaker 4: a good fit, there's a variety of reasons it wouldn't
• 17:02
  Speaker 4: be a good fit.
• 17:03
  Speaker 3: One, they're looking for a service that we do not provide.
• 17:06
  Speaker 4: Two, they may not have the appropriate budget to go
• 17:10
  Speaker 4: ahead and start the services of what they're looking to do.
• 17:15
  Speaker 3: Three. Sometimes people don't even set up a marketing budget.
• 17:19
  Speaker 3: They don't have an idea of what their budget is.
• 17:21
  Speaker 4: And I think it's premature to have a conversation with
• 17:25
  Speaker 4: a service provider before you actually know how much you
• 17:28
  Speaker 4: can afford to actually spend on that particular product, project
• 17:32
  Speaker 4: or service. And sometimes people come and say, well, hey,
• 17:36
  Speaker 4: well I don't have the information. I don't know how
• 17:37
  Speaker 4: much PR costs, I don't know how much marketing costs.
• 17:41
  Speaker 4: That's okay. I mean you could just go ahead and
• 17:43
  Speaker 4: start to do your research. And a lot of that
• 17:46
  Speaker 4: stuff is online already. You know, we have chagbt now
• 17:49
  Speaker 4: what makes it even easier. But ultimately you have to
• 17:53
  Speaker 4: look at how much money your business is profiting and
• 17:56
  Speaker 4: then drive ten to thirty percent of your profits into
• 18:00
  Speaker 4: a budget for marketing.
• 18:03
  Speaker 2: Let's talk about the marketing plane. Why do people don't
• 18:07
  Speaker 2: understand they have to market something to get people to
• 18:11
  Speaker 2: know what they have.
• 18:13
  Speaker 4: I feel when it comes to small businesses, they get
• 18:17
  Speaker 4: very caught up in the product and service and producing
• 18:20
  Speaker 4: what it is that they have, and they fall in
• 18:22
  Speaker 4: love with the creative process of whatever this app is,
• 18:25
  Speaker 4: whatever this you know physical product is, whatever this thing
• 18:29
  Speaker 4: that you want to create, and then the execution, which
• 18:32
  Speaker 4: is the marketing and sales side, comes in on the
• 18:34
  Speaker 4: back end. So now you have launched a business, and
• 18:38
  Speaker 4: now you are in the red because you haven't figured
• 18:41
  Speaker 4: out who the audiences that's going to buy this and
• 18:44
  Speaker 4: then how to actually sell it to them. And so
• 18:47
  Speaker 4: before we even launch the idea, we have to talk
• 18:50
  Speaker 4: about how are we going to fund the idea, how
• 18:53
  Speaker 4: are we going to put together a marketing strategy in
• 18:56
  Speaker 4: a marketing system, because you have a strategy, but then
• 18:59
  Speaker 4: you need the system to back up the strategy and
• 19:02
  Speaker 4: so forth as well with the sales process.
• 19:04
  Speaker 3: So it's really disheartening to see.
• 19:07
  Speaker 4: And I actually started coaching startups and small businesses who
• 19:12
  Speaker 4: are in growth phase because of this lack of knowledge
• 19:15
  Speaker 4: around and marketing and sales. I have a six week
• 19:20
  Speaker 4: marketing and sales accelerator. And just last night I was
• 19:24
  Speaker 4: invited to a private event and I met the co
• 19:28
  Speaker 4: founder of Reebok, who is a billionaire. His nig Joe,
• 19:32
  Speaker 4: and he's European and now Joe is about eighty something
• 19:35
  Speaker 4: years old. And they asked him a question and he said,
• 19:41
  Speaker 4: one of the most, probably the most important aspect to
• 19:45
  Speaker 4: a product or service is the marketing. Is the This
• 19:50
  Speaker 4: is a man who scaled the business and sold it
• 19:53
  Speaker 4: to to Adidas for about twenty three billion dollars.
• 20:00
  Speaker 1: And that's what people don't understand. And I think that
• 20:02
  Speaker 1: another part of the whole.
• 20:03
  Speaker 2: Process of the mistakes that we make is that we
• 20:07
  Speaker 2: try to talk to everybody. And I always tell people,
• 20:10
  Speaker 2: you know, like like Tesla, I've never seen the Tesla
• 20:12
  Speaker 2: commercial on TV, but you people buy a Tesla, Okay,
• 20:17
  Speaker 2: I've never It's a new brand of EV out there
• 20:19
  Speaker 2: called Rivan, I believe or I v An.
• 20:22
  Speaker 1: That's a new EV. That truck. I love that truck.
• 20:26
  Speaker 1: But guess what, I don't see no TV.
• 20:29
  Speaker 2: So a lot of people want to go out there,
• 20:31
  Speaker 2: whatever they product, they want to talk to everybody where
• 20:34
  Speaker 2: they should do.
• 20:34
  Speaker 1: Niche marketing.
• 20:36
  Speaker 2: Like you said, find out who your audience is, focus
• 20:40
  Speaker 2: on that audience, and any growth outside of that audience
• 20:44
  Speaker 2: is called positive residual income. Talk to about that niche
• 20:49
  Speaker 2: marketing and focusing on I always tell people that's what
• 20:52
  Speaker 2: people make a big mistake. They throw why the net
• 20:55
  Speaker 2: trying to catch everybody when they should be standing on
• 20:58
  Speaker 2: next to the bank catching a fish that they can catch.
• 21:02
  Speaker 1: Talk to is Danielle.
• 21:03
  Speaker 4: I think that is the huge that's the huge difference
• 21:07
  Speaker 4: between the business owner and entrepreneur who has been doing
• 21:11
  Speaker 4: the work and studying and learning their business and one
• 21:13
  Speaker 4: clearity is still just figuring it out. One of the
• 21:18
  Speaker 4: things that we first understand is that we can't communicate
• 21:20
  Speaker 4: to everybody and that our product or service will not
• 21:24
  Speaker 4: be you know, for everybody. So it's important to learn
• 21:27
  Speaker 4: and understand the demographics of your audience. Social media has
• 21:31
  Speaker 4: made it very awesome to understand that because if you
• 21:34
  Speaker 4: have your profiles set up as business profiles, you can
• 21:37
  Speaker 4: see the demographics.
• 21:38
  Speaker 3: You can see the gender.
• 21:39
  Speaker 4: The age, the location, and then you can begin to study, Okay,
• 21:44
  Speaker 4: well what types of things do these do these demographics
• 21:48
  Speaker 4: like what's important? Where they finding their news and their media.
• 21:53
  Speaker 4: But then also you can do the work and actually
• 21:56
  Speaker 4: go out and talk to your customers, create moments where
• 21:59
  Speaker 4: you talk to them. When I was younger in business,
• 22:04
  Speaker 4: I will always have these think tank kind of like
• 22:07
  Speaker 4: roundtables where I would bring in strategic people. When I'm
• 22:11
  Speaker 4: thinking about a product, when I'm thinking about a service,
• 22:14
  Speaker 4: I first want to make sure that this audience that
• 22:17
  Speaker 4: I'm thinking about actually needs this. So I bring them in,
• 22:20
  Speaker 4: I host them, I give them some hospitality, and I
• 22:23
  Speaker 4: get feed from them. I ask the questions and they
• 22:27
  Speaker 4: you know, they deliver the information to me and allows
• 22:29
  Speaker 4: me to create a product or service that makes sense
• 22:32
  Speaker 4: for that particular audience, because you could be thinking something
• 22:35
  Speaker 4: but it might not be the case right. So having
• 22:38
  Speaker 4: those communications, being able to survey your audience, being able
• 22:42
  Speaker 4: to follow up with them and build rapport with them,
• 22:47
  Speaker 4: have those connections in communication, being able to niche down
• 22:51
  Speaker 4: and learn about that is very important. One of the
• 22:53
  Speaker 4: things that I've realized in my business is a lot
• 22:56
  Speaker 4: of my clientele is males. A lot people hire my
• 23:00
  Speaker 4: PR services and those who I work a lot with
• 23:04
  Speaker 4: are males. And when I saw that trend, then I said, okay, well,
• 23:09
  Speaker 4: I'm going to continue to have conversations with businessmen who
• 23:12
  Speaker 4: are serious about marketing and building their brands and doing pr.
• 23:17
  Speaker 4: Now I do represent women, but I'm just saying, the
• 23:19
  Speaker 4: statistics show in my business that.
• 23:22
  Speaker 3: More men hire me than women hire.
• 23:25
  Speaker 4: Me and so, and that's just because I'm following, you know,
• 23:29
  Speaker 4: what's happening within my business.
• 23:31
  Speaker 3: And then I'm able to build those relationships with them.
• 23:34
  Speaker 2: Which is fantastic because you know, women and me the
• 23:36
  Speaker 2: Global Mission and the wim Speaks podcast is about women.
• 23:40
  Speaker 2: And then we just talking about earlier, were talking about
• 23:42
  Speaker 2: comments in your social media posts. Find out what people
• 23:45
  Speaker 2: are saying about you, don't ignore. If it's consistent, that
• 23:49
  Speaker 2: may be a brand tool you need to bring into
• 23:51
  Speaker 2: your business. Let's talk about the extensions that you've created
• 23:54
  Speaker 2: your podcasts and other platforms as a public speaker that
• 23:58
  Speaker 2: you've created outside.
• 24:00
  Speaker 1: Your for Matt Danielle, Oh wow.
• 24:02
  Speaker 4: Yeah. So everything that I have created and launched is
• 24:06
  Speaker 4: because I found that there was a need to fill, right.
• 24:09
  Speaker 4: I don't I'm not that that entrepreneur who says I
• 24:12
  Speaker 4: think my idea is great, I'm gonna go ahead and
• 24:14
  Speaker 4: launch it. I understand that I need a service base.
• 24:16
  Speaker 4: I understand that I need customers, so I'm servicing and
• 24:20
  Speaker 4: providing things that matter to them. When I graduated from school,
• 24:25
  Speaker 4: I also went to a film screening. So I majored
• 24:28
  Speaker 4: in Theater, Arts and Dance at Spelmen College and a
• 24:31
  Speaker 4: double major in history. And so I was at a
• 24:34
  Speaker 4: film screening and it was about the Philadelphia arts scene.
• 24:38
  Speaker 4: And it was a group of young filmmakers who was
• 24:41
  Speaker 4: premiering this screening. But when I saw the screening, I
• 24:46
  Speaker 4: noticed that there was only one woman in this feature film.
• 24:49
  Speaker 4: And I've said, well, wow, wow, why only one woman? No, Like,
• 24:55
  Speaker 4: there's so many artists that come out of Philadelphia, like
• 24:58
  Speaker 4: you only felt one to talk to in this documentary
• 25:02
  Speaker 4: is So I was like, wow, this is alarming to me.
• 25:05
  Speaker 4: I think this signifies something bigger that's happening within the industry.
• 25:09
  Speaker 4: So I began to research what was happening in entertainment,
• 25:14
  Speaker 4: what was happening in the media industry as far as
• 25:17
  Speaker 4: those working as professionals, whether they were in front of
• 25:20
  Speaker 4: the camera or behind the scenes. Literally, I launched Women
• 25:24
  Speaker 4: in Media Global right before Me Too.
• 25:27
  Speaker 3: It was like three years before Me Too.
• 25:29
  Speaker 4: It was like it was simmering up and it was
• 25:31
  Speaker 4: like I felt it, everybody else felt it, and boom,
• 25:34
  Speaker 4: here comes me too. But Women in Media had launched,
• 25:37
  Speaker 4: and I launched this initiative as a reminder to remind
• 25:41
  Speaker 4: women to own their voice, because in that situation, a
• 25:44
  Speaker 4: number of things could have happened.
• 25:46
  Speaker 3: One there could have been a woman there.
• 25:47
  Speaker 4: Who didn't speak up, who didn't you know, her opinion
• 25:51
  Speaker 4: about this absence of women being represented, or her voice
• 25:57
  Speaker 4: was not heard. Right was producing this film did not
• 26:02
  Speaker 4: take into consideration what she said if she did advocate
• 26:06
  Speaker 4: for the need for women. So I created this platform
• 26:09
  Speaker 4: to remind women of that, but also to empower them
• 26:11
  Speaker 4: to advocate, to take up more spaces and be able
• 26:14
  Speaker 4: to just be bigger and to grow wider and to
• 26:20
  Speaker 4: launch their own initiatives and to be leaders in the
• 26:22
  Speaker 4: space of media and entertainment in business. And that is
• 26:27
  Speaker 4: how Women in Media launched. And so we've done six
• 26:31
  Speaker 4: annual conferences, we've launched our podcasts as well as an
• 26:34
  Speaker 4: extension of that conversation, and we like to bring onto
• 26:38
  Speaker 4: the show those who.
• 26:40
  Speaker 3: Are working in the industry.
• 26:42
  Speaker 4: They may be entrepreneurs in the industry, or they may
• 26:45
  Speaker 4: be those who are working on behalf of major media companies,
• 26:48
  Speaker 4: but wanting to share their stories, wanting to get their
• 26:52
  Speaker 4: advice on how to best successfully retriculate and navigate such
• 26:58
  Speaker 4: a sticky industry entertainment, and to begin to continue to
• 27:02
  Speaker 4: spread and show a spotlight on what women are doing.
• 27:06
  Speaker 1: How can we get in touch with you, Danielle.
• 27:08
  Speaker 4: I have Instagram which is dpjeter, so you can go
• 27:11
  Speaker 4: ahead and check out my Instagram. There you will find
• 27:15
  Speaker 4: links in my bio of everything that I have going on.
• 27:19
  Speaker 4: You can send me a DM and set up a
• 27:22
  Speaker 4: conversation with me. I'll follow the podcast as well, the
• 27:26
  Speaker 4: Whim Wim Speak show. We're on Spotify, Apple, We're also
• 27:31
  Speaker 4: on YouTube all the places that you get your favorite podcasts,
• 27:34
  Speaker 4: and I'm on LinkedIn, Danielle pagejeter too, so womenI Mediaglobal
• 27:38
  Speaker 4: dot org.
• 27:39
  Speaker 1: Thank you, my friend, Danielle. An amazing conversation.
• 27:43
  Speaker 2: The fact that you're impacting so many people is something
• 27:45
  Speaker 2: you started in twenty twelve, and the fact that you
• 27:48
  Speaker 2: are in a business that's very competitive, if it planning
• 27:52
  Speaker 2: large event planning a small event planning, it's very competitive.
• 27:55
  Speaker 2: And also the fact that you understanding how to define
• 27:58
  Speaker 2: the need for marketing activations and public relations. Thank you
• 28:02
  Speaker 2: for coming on money Making Conversation Masterclass.
• 28:05
  Speaker 3: Thank you so much for having me. This was amazing.
• 28:07
  Speaker 3: Thank you.
• 28:09
  Speaker 2: This has been another edition of Money Making Conversation Masterclass
• 28:12
  Speaker 2: hosted by me Rushawn McDonald. Thank you to our guests
• 28:15
  Speaker 2: on the show today, and thank you listening to the
• 28:18
  Speaker 2: audience now. If you want to listen to any episode
• 28:20
  Speaker 2: I want to be a guest on the show, visit
• 28:23
  Speaker 2: Moneymakingconversations dot com. Our social media handle is money Making Conversation.
• 28:28
  Speaker 2: Join us next week and remember to always leave with
• 28:30
  Speaker 2: your gifts.
• 28:31
  Speaker 1: Keep winning.