How to stop paying huge flat fees for influencer posts and grow a compounding roster

(for c-suite & marketers at supplement brands)

For you if:

• you have a subscription product
• you are a growth marketer, cmo or influencer marketer at a brand
• already have an influencer strategy
• already have product market fit

Sugarbearhair strategy

• The nicest PR boxes possible.
• They would include exclusive access to the community.
• You had to meet quotas to stay within the community.
• You would get flown out to dinners with Kim Kardashians and gifts (Rolexes) for the top winners of competitions in the community.

A PR gifting box packed with skincare, from Fourth Ray Beauty

A creator's gifted six pack of Nude Beverages cans, with a note

Associate with a celebrity

Whoop x lebron

LeBron seated and mid conversation, from the Whoop partnership

Andrew Huberman on his podcast, with an AG1 bottle on the desk

huuberman x ag1

Companies need this especially when transitioning from performance to brand marketing efforts (50-100M)

• What takes the most time in the process
  • finding the right celebrity
  • negotiating a deal that doesn’t burn a year’s worth of cashflow
• Get them to like it first
  • thorough gifting process
  • talking with talent managers
• Co-created lines

How to build a long term roster

Chris williamson x neutonic

Chris Williamson with cans of Neutonic

• Partnered from the very beginning, and he grew alongside them.
• Got to to 4 million plus subs without inflated rates, continual exposure, and the audience grabbing the product along the way. (Plus, he got equity too).

How do you find these influencers who are growing stars, and how do you make friends with them?

Finding somebody before they blow up is the hardest part of this whole thing, and it is what we spend most of our time doing. If that is where you are stuck, we can put together a shortlist of creators who are already growing in your category.

Exclusive events, when you know someone who knows someone

Many new viewers come on and rewatch older videos especially with evergreen topics

Will get 10,000’s of more views to come

Louis Vuitton pr box

https://www.instagram.com/reels/DN4Pa-qgUL2/

If you structure the first deal as a hybrid, the creators will get commission, and then they'll want to switch over to commission instead of the flat fee.

(only works with subscription products)

• Note, to do this, you need to have a really good product
• Community contests, leaderboards, and prizes for top-performing influencers. For the community, influencers should want to talk to other influencers in the space.

TACTICT

To get free posts and run a campaign with 20 plus influencers. Just invite them out to dinner. Typically, you can just do this in hotspot cities, Toronto, New York City, LA, Miami.

https://influenceradvisory.com/toronto-creator-dinner/

Paid amplification

Use same hook that has worked but now with many different diverse influencers

• for reach (influencer has many followers)
• for good creative (they know how to make content)

Talk with 100

Get 20 at a reasonable CPM

Then 10 of those who want to move forward

2-3 who actually work

Buy data to speed up process

The data gets you to a shortlist faster, it does not tell you who is actually worth signing, so we always take a second look at a name before it goes anywhere near a contract.

Next

• Region by region expansion
• influencer pop-up strategy for influencer usage.
• What influencers to sponsor
• finding who is already in need with this type of product
• Experential marketing idea

Most brands do not have the time to run all of this at once, the gifting, the events, the paid push after, so if you want us to run the whole roster for you, from the first PR box to the campaigns that follow, that is the work we do.