Let’s collaborate

This word creates such a deep sense of suspicion for a lot of people and brands and yet in its true form creates a win win for everyone so why is it that it seems like everyone wants to “collaborate”?

Organic Collaboration

For some brands collaborating with certain people there is a clear goal to showcase their product or service to a certain demographic which the talent has a certain catchment in the following. Now if the goal is to simply expose that brand to the audience then the way to do it can be done in so many ways but in the tone of the talent. Imagine your a serious brand that has a very cool product but you advertise in a very traditional tone, given you want to expand your audience it’s the safest way to let go of the reins and let it be spoken about in a positive manner by the selected collaborator, after all you are wanting to touch a completely different demographic.

Who is the right catchment

With Instagram blowing up in the last few years some people slide DM’s to possibly hundreds of brands looking for a free meal, trip, clothes or even hair ( yes we get them too ). It’s not looked down at it just has to make sense to our target market. If our price point is above average and we are 100% not a traditional scripted advertiser but you are advertising mass products, well scripted generic text chances are no matter how many you have managed to amass very few will be converted to us as potential business, we all follow brands and people we typically like and can relate too. If you can’t relate it’s not for you.

A copy paste with your set hashtags is as transparent as a pain of glass, it’s an ad and doesn’t feel as authentic so it has to be not carefully curated or scripted or it isn’t real!

With some of the most successful high profile people in the country as clients, we speak from a zone of knowing what makes them tick not from the sidelines of thinking we know what they like.

The Olympics of collaborations

We have all seen those Cochella posts that once you tap it is saturated with brand tags to the point you simple don’t know what to do. It seems like the Music festival collaboration has hit its peak with glitter dust, torn booty shorts and box braids, it’s over saturated!

Now saying all the above with a little sprinkle of salt, collaborating is one of the coolest things if it’s a win win with like minded people or brands and we are always open to discuss it with the right people or brands.

Collaborating doesn’t always mean swapping services with no payment, it can be a multiple of things however typically a tag doesn’t mean you are getting something for free!

So in short, doesn’t matter if it’s not a like minded brand it’s the consumer that you are targeting and if it’s a fit for both then it should be explored. Changing the tone and content to directly connect to a new fresh audience is what makes it beneficial for all.

Happy tagging!

What Marketing professionals get wrong and waste thousands of dollars on the wrong campaigns

Its easy to shout out and say whats wrong, but to be honest it has to be said as a lot of continued promotions or money spent simply by continually doing the same thing and not evolving. We get asked a lot to do ” collabs” and to be honest its not that we don’t want too its that the vast amount of requests are for unattainable looks that even if the hair could do it, it would take 7-8 hours of work and the upkeep is unrealistic. But going back to marketing or the loose term of marketing especially in India is that its driven by the wrong people, at times the same people who are hardly online, hardly know whats new or current or are even worse, stuck 10 years back with attitudes that are outdated.

I don’t think we have it right, so take a chill pill we are not pointing fingers but simply laying the facts out on the table. If you want to be connected to the right people for your brand, you have to think like the person who you are targeting which kind of makes sense and the 101 of any marketing campaign right? Well if you think about the people that your target audience would interact with, they are the people you should be reaching out too, rather set people that have the ” influencer” in their bio on instagram. When I get asked about which hotel do I recommend from our recent trip to Egypt, not once but 5 times in the first 4 days once we got back home it made me realise that my following in fact actually had a synergy with what I like or in some strange way thought well if they can do it, maybe I should too.

It still shocks me that no matter what amount of money brands pour into media they still have not understood the power of free content and the strength of your own media handle. If your catchment is large or small it really doesn’t matter, its about having the right, relatable content that people can identify with that will set you apart. Sure a $100k television marketing campaign may help, but considering the rate at which people ae departing paid television I suspect it will be a hit and miss for most evolving brands. Maybe a good marketing strategy for brands would be to target the brands that are not making that evolution to social media and start producing those products and dominate that space so when the older brands realise they need to change, it will be too late.

Enough of highly curated content with only your set network of influencers or key people, its time to get it right and spread the exposure out to the right people that have the right following!

When reinventing was about being original

In the search for more attention, more market share, better reach and global exploitation everyone is pushing themselves to be better that everyone else. 


No excel are not doing stories like everyone else, although I’m sure the same people who simply copy everyone else would love to see figures vs what your physically doing. Reaching your target market is not about being like everyone else, standing out is not about price, it’s about being the best version of you possible. Long gone are the days when people want a “one stop shop solution” ( it’s almost considered a negative to even say it now! ) yet people and companies are still stuck in the late 90’s when boundaries were smaller and marketing and reach did not have the same mechanisms as it does today. 

Problem is majority of people designing marketing plans or marketing budgets are so ( excuse me for saying this ) OLD both physically but mentally and think Facebook is the go too tool! Information in and out is what needs to stream in real time, bloggers write about things happening literally while they happen, proactive business owners do the same 24/7 because it’s who they are not what they need to be. 

People buy relationships, not products and no one gets excited by a “me too” product or service, people get excited about creativity and originality.