Hello, and welcome to the theory of marketing relativity podcast. I'm Jess Burton, a marketing specialist here at Epic Marketing Consultants Corporation. Let's talk all things marketing and merchandising with our Epic team. Today, we are here with our corporate director and photographer extraordinaire, Ann Manley. Thank you for joining me on your birthday Ann
Ann Manley:Well, thanks for having this vintage 1974 on your super trendy podcast.
Jess:oh, you know, it's like, I feel like they say it about wine like wines better when it's older. Obviously, you get better with age,
Ann Manley:I'm getting there. I'm trying with a little help
Jess:I personally think you do, I was like on Facebook this morning trying to like type out like, I was like, what can I say about Ann I just like sat there I retyped it like seven times. Not my backside It's like saved in my notes because I'm like, I have to come up with something funny. also need to find a relatively good picture because I feel like all the ones I have are like, either your like backside because I' like ooh great behind the cenes shoot like behind the sc nes photo. Or they like or it's like that time we were trying to make Christmas ornaments at Nancy's house. And you were like test the lighting. So it's like you would like a Christmas bow on your head.
Ann Manley:I'm always testing the lighting,
Jess:Which I will say I feel like one of your sisters might be appreciative of one of some of those pictures because you've hijacked her precious mug.
Ann Manley:Yes, it is right behind me.
Jess:You have been taking him on some serious adventures.
Ann Manley:I have been taking him on some adventures. I'm trying to get the mug to, you know, become a little famous. We'll see.
Jess:Sponsored by like coffee brands.
Ann Manley:That would be awesome. If the mug could become on our topic today, an influencer
Jess:that I like an inanimate object as an influencer.
Ann Manley:I mean, are there like cartoon characters as influencers
Jess:Yeah, I'm like, now that I'm like, I feel like every time I try and think of an example I like completely blanked out and I'm like, Yeah, absolutely. So influencers I feel like that's like a fun topic. And I think it's funny because like, you have like a, I guess it seems like a pre-teen. I guess that's like the pre-teen age.
Ann Manley:I was just gonna say, um, she was telling me the other day that she is. She's 10 super into her TicTok, Xbox and all of this, and she has this new math teacher this year. We are in school, and the math teacher was out last week because you can't go to school with sniffles and one of her children had sniffles so she at home. And Addison legit today goes. If Ms. So and So is not in class today, I'm going to be the youngest person to drop out and I'm just going to do Tictok. I'm like thanks Charlie Dimileo
Jess:That is so funny, well, it is like crazy because like I feel like TikTok especially has like made like the term influencer so much more like commonplace. Like, I feel like a cup even like a couple years ago, like we knew we were talking about influencers. It was very, like the only thought of an influencer like I always thought of like, Chrissy Teigen, or like, Kristen Bell, or like, all of those women who like are already celebrities who are like, sponsored, like, I can think of companies that like they partner with like, that was my original thought of an influencer. But like, it's
Ann Manley:It's so different even in just like the last year exploded since then.
Jess:I have not watched that yet, because I watched Marie because I'm with you, like Chrissy Teigen follow her on Kondo's and went a little crazy. And like I am now having like a, everything. And I'm like, you know, even though I'm older than her when I grow up, I want to be, you know, Chrissy Teigen. Um, because her and john are just fantastic. And so if I see something out, oh, did she do that? And I think now like my, some of my new influencers might be those ladies on that damn like, almost like I clean out regret. I'm like, Oh, I really show the home edit. And I it's like, taking me really hard not to go into the container store and buy everything and like, edit my home. And so like that sweater like why did I get rid of that? Because Marie Kondo told me.
Ann Manley:So you should not watch this show. If anybody One should not watch this show. It's you. When I, when I look when I watched this show, like, it made me think of you because they did like a home office. And every pen, you know, was color coordinated and like its own little box and it was just like, Oh, wow. So I did go to Home Goods and get boxes.
Jess:Yeah.
Ann Manley:Like whatever, I get influenced pretty easily. So I yeah, especially if it's pretty colors. I can't help it.
Jess:If it's pretty colors. It's something that like fits in my current like, splurge budget. So like, I feel like we all have this like $1 amount in our heads of like, if something were to come up, and we thought it was cool, we would just buy it like, we wouldn't have to think about it. We would just go to Amazon or we go to the store or we call up the boutique and we'd be like, I need that sweater. I need that shirt. I need those shoes. I need that.
Ann Manley:Yes, I am a sucker for for all of that. All of my
Jess:Like that's like and this is like terrible. Like I teach coworkers are very well aware of I am a giant Peloton fanatic. And exercise. It's like it's my thing. I just tell people to get over it. But my kids were asking me what I wanted for my birthday. And I asked for new cycling shoes because I didn't have a light colored pair to match with my light colored workout Clothes. I am super influenced by Fabletics. And I have every month I get my matching outfit. Can't wait to ride this on my bik like fitness classes when Fabletics was open and we were doing that. And I you know, as part of that program, they're like, we want you to wear our clothes. And I'm like, that's fine. I love leggings. I wear them all the time. Like I own jeans, but I really only wear leggings like one of my so one of my like proudest This is that one of my proudest moments was my freshman year of college, a girl that I had met like a couple times she was like our neighbor in our dorm room. had told me one time she was like it just dawned on me that your yoga pants every day. Because I would dress my yoga pants like normal people would dress their jeans because in 2010 bell-bottom like bootcut jeans were a thing. So I just bought bootcut bootcut um, yoga Pants. Yeah. And she was like, you just make yoga pants looks so fancy. And I'm like in my head and like I started athleisure.
Ann Manley:You, I think you did I like there's there's a whole athleisure song somewhere on YouTube that I need to I need to muster up because it's hilarious. Friend of mine sent it to me. And it's like, going to the store in my Atleisure wear going out to dinner and my athleisure wear like it's just it's Yeah, so you started the trend.
Jess:I start I've been I have, like, I bought like this is like so telling of like my generation. I feel like, like I do wear jeans, but don't get me wrong. I will only buy jeans if they pass the split test. So like I will go into your dressing room stretch, I will do a swap and be full on split. And if I can do them, congratulations, you just sold me a pair of jeans.
Ann Manley:We're gonna have to go to Nordstrom because me to like get like that full on like, look before. That's hilarious. But I feel like you have to do you have to do the sit test to make sure you don't have Yeah, no, I'm with you on that.
Jess:Yeah, exactly. And if I'm low rise, jeans, jeans come back and style I will not be participating in that trend because
Ann Manley:So they're coming back in ultra low ones apparently and allegedly, like the ultra low low ones are coming back. So just be ready and I can't do that. I feel like at 46 I'm now like way over the belly button with my jeans.
Jess:So I'm like super happy like I finally like found because like I have and I saw this on Tiktok. This girl was like she worked in a boutique and she was like explaining how you like figure out if you have like a short normal or a long torso. And she was basically like saying like, you take one hand and stick it under your bust line and your other hand and stick it underneath. If your belly button is under your second hand, then you have a short torso. If your belly button is like, you know below your second hand like or the second hand like in you have like a normal torso. And if it's like below that, like there's space in between the bottom of your head and your belly button you have a long torso. So like I was like well that's I can never find pants that fit right because I have a short short torso. Oh, I finally found like high waisted jeans that aren't like actively like in my armpit in your arms.
Ann Manley:Yeah, that's the problem. So yeah, I'm slowly I'm slowly trying to convert out of the mom jeans. They're just so freakin comfortable. I mean, I'm sorry, but Spanx made the best pair of jeans ever. I wore them so much like I have to order a new pair because I had like it had like a little hole to begin with. Because I rarely own a pair of jeans that doesn't have a hole in them. But now it has they have holes in places that you as a woman don't want holes in your jeans. So yeah. Not the kind of party I'm going to Yeah, yeah. Sorry way off topic
Jess:I know. So influencers. I know, like one of the big things like and I was thinking about it when we were when I knew we were gonna do this podcast was like the levels of influencers. Because like, I've it's so this like, happened this weekend. I went to like this local ice cream place, because a friend of mine posted that she took her kids for her birthday. And they have these like, super instagrammable milkshakes. Like, I mean, they're Beautiful
Ann Manley:Oh, I saw that photo. It made me hungry
Jess:Yeah, so I messaged her and I dm her and I was like, I just want you to know that my sister and I are currently standing in line at this ice cream place to get this milkshake one because I want to take a picture of it. And because it looks delicious. There is a churro in my spice Apple milkshake
Ann Manley:It looked Amazing. It looked delicious.
Jess:I so I wish I had a picture of my sister's because she got the toasted s'mores one, and had a chocolate covered graham cracker and toasted marshmallows in it. So I had messaged her and I'm like, We're waiting in line to get our milkshakes. And she messaged me back and she's like, yeah, she's really funny is you're like, the eighth person to tell me that they they're going to this ice cream place because I posted a picture of my kids eating their milkshakes. So then when I posted my picture, it was funny because I immediately within the next 24 hours had like, seven or eight people asking like, Where is this place? Like how close is it? Like, do we need to because I feel like for where we are because like where I am like I'm located like, an hour away from Philly and like an hourish away from Baltimore. And maybe plus, but like, people want to assume like that kind of like cool stuff is like happening in Philly or like more like they think I drove somewhere like that. When my galavanting trip for like an hour to go get that. I'm like, No, we left dinner. It took me 15 minutes because I drove past it the first time and had to loop back around. And it's I'm like it's literally 12 minutes up the street. Like, it's only take so long because you have to take back roads. And everyone was like, really? I'm like, Yeah, I think they're relatively new. I have no clue. But I was like my sister, I got the seasonal ones. But I thought about it and I was like, this is something that like, I think I call what I call like nano influencers that was I know like nano influencers are supposed to be people that have like under 1000 followers that like whatever. But sometimes I think that like when your friends do cool stuff regularly, like they technically would be considered like a nano influencer.
Ann Manley:I 100% agree because like you said with ice cream, I was like, Oh, I wonder where that is. I have like when I see some of my friends. I'm like, Oh my gosh, I need to go try want to try that. I need to go try that. Yeah, it's not from like a major person. But when I know someone close to me, who's like, I really think you should try this. I'm like, I'm like okay, you know me so. Alright, I'll give it I'll give it a try. I completely agree with that. So I feel like maybe we need to reword nano influencers to be like your small circle of people and then micro and then you're..
Jess:Like, it's funny because like i there I feel like, like where we are like in Delaware. Like even like you down at the beach. Like, there are so many different like breweries and wineries. Oh, man. I feel like when it comes to, like beer and wine, like, sorry to everybody who drinks IPAs, okay. I can't, I can't I don't like them.
Ann Manley:I keep them in the fridge for the select few friends that come over. They know who they are, who drink IPAs. But I think one of my most favorite things was the sign I saw about IPAs. It's in it said if you have friends that say they like IPAs, they're liars.
Jess:I will so like I I'm I can like I went out with a friend last night to like one of our local breweries.I'm like, She's like, yeah, this was one of the new ones whatever she could join to taste it and I'm like, I'll sniff it. And I was like, because I know whether I'm gonna like the beer or not. And like this brewery doesn't like I drink sours. I'm weird like,
Ann Manley:I like I love the sours.
Jess:Victory Sour Monkey is one of my favorites. Crooked Hammock made a Key Lime Pie sour last summer this summer they had a Pina Colada sour. I literally was like, I'm gonna need that in a just give me the whole keg. Like..
Ann Manley:You need to come visit me because next their next sour is Booberry for Halloween. So I'm wondering if it's gonna taste like the you know the Booberry cereal that they only so at Halloween like Count Dracula? You know the CountChocula cereal and stuff. Yes. So BooBerry sour, Greg and I ate there over the weekend. And I was like, Oh, that looks good. If I'm gonna have a beer, which it's super rare that I, I do as I love wine. It's like, it's my thing. But if I'm going to do that, I'm going to have like a sour or a cider, so I just can't i can't IPA. I can't. I'm sorry. All you people who make your IPAs? I cannot. It's like you said
Jess:I was like super proud of myself. I like trained my boyfriend. Like he knows. Like, if he orders a beer. He'll be like, do you want to try this? You're not going to like it. And I'm like, What are you offering? If Im not going to Like it
Ann Manley:I do the same thing to like, Greg, when when it's like a white wine. I know. Like, you might I'm like Now this one's not yours. I'm like, but if it's like a more robust, like buttery chard, I'm like, this one's for you. Like I know, if it's fruity. Nope, nope, I don't
Jess:Yeah. Fruity wines have their time and place in the sangria. Yeah. wandering around here that I think every all of the people that I've met who are like around my age, like late 20s, early 30s. They are just stamped as like, all of their wine is sweet. Like, I don't think I've ever had a dry wine from there. Um, which is great. Because like when like all of my brother's friends like all the girls started turning 21 I would go and buy them wine from there because I'm like, this is like alcoholic juice. Like you're gonna like, this is all from the like, other wine you've been drinking.
Ann Manley:But it's like, Boones Farm. Boone's farm from college
Unknown:Your God. Yeah.
Jess:Time times people have gotten like, iced at weddings. Like
Ann Manley:That wedding we photographed last year. I get there.
Jess:That was stressful.
Ann Manley:That was stressful. But I didn't know what icing was think was like that. thing that we Gen Xers we didn't do. That was definitely not..
Jess:Like, I had to explain to you what it meant. Cuz like the groomsmen coming in. They were like, do we want ice the bridesmaids and you were like, What? What is that?
Ann Manley:I thought it was like the ice bucket challenge.
Jess:But then the venue was like, so you can't bring your own alcohol on the premises. So I remember like the planner at me, I think you might have been with the bride this might have happened where you even got there. I was like, so the groomsmen wanna ice the bridesmaids and whatever. Um, like, is there a way we Smirnoff Ice in here? And she's like, oh, and like this worked out for them because like the Country Club was attached to like the racetrack so they were like all see if the bar over at the casino has Smirnoff Ice 20 minutes later, a golf cart arrives with two six packs. So
Ann Manley:I when you're telling me this, I'm like, what?
Jess:like that. They find it and have to chug it. You we're like..
Ann Manley:I want to know who influenced this icing thing. Raise your hand if you started it, because I would love to know like I am more of a you know, we it was you know beer pong and flip cups. So, you know tail end of you know, flip cup so I'm really old.
Jess:I don't know, like people came. I really don't know where it came. Yeah.
Ann Manley:Okay. All right. Well, whoever influenced that can we stop that one? Because it really makes it stressful on us it. We did get some good pictures of it though.
Jess:We did. It's funny because they were like wanting to do it as soon as the ceremony is over. And I'm like, Well, why by me,
Ann Manley:and that was crazy because they really did do it after the the ceremony was over.
Jess:I just remember standing on the steps being like what is happening, right?
Ann Manley:I know people look like they're so cute though. I love them. Okay. All right.
Jess:So whoever influenced icing you can stop now
Ann Manley:stop now we need something new.
Jess:Yes, yeah so like nano influencers I want to thank it's kind of like your like friends that influence what you're doing and then the other next level of like influencer is the like micro influencer, which I feel like what people who have like little niche brands that they follow or like used to, um, I always think of it and this esoteric like I tried to give him like a business perspective, it reminds me of like, the people that like I follow because I love this brand. And I get a coupon code because I follow this person because they post about said brand.
Ann Manley:I love small brands be and then like small, like, local thing. So I do try to follow that because I would like I do love that while I do love my, a few of my big brand things. So my husband sometimes they'll call me a snob because, um, I tend to maybe not like things because other people like them, like a show.
Jess:This is why we get along
Ann Manley:This is why. And if it's not, and then if I'm liking something and then it gets popular. I'm like, oh, and then he's like, sure so snobby. I'm like I know I I do I get snobby with things get too big, except for my one. My my one room in my house that has like the biggest exercise equipment in the world. But it is the best, though again.
Jess:Yeah, I think even that, like I'm trying to think of like locally on like a local level. Like we have like there's, again, I like don't like I there are times really growing up you're like oh, Delaware. And I'm like actually now that I'm older I'm like actually kind of like it like I'm we're on the outskirts of like Philadelphia and Baltimore. And like we have, like if you love shopping one Delaware is tax free, so pop it up. But two There are so many great, like boutiques that are local here. And a lot of them have like, expanded so they have like one up here or they have one down at the beach where you are or even like I'm thinking of like the ones I have in. Like they're like there's a boutique in like Middletown. Like there's some Saturdays where I'm like, I'll like message her on Instagram. I'll be like, are you open this Saturday? Yes, I'm making a drive down to come shop.
Ann Manley:There are two stores and Rehoboth that I love love going to because my friend Melissa influenced me on these. And one is Pink Turtle, which I know is also in Wilmington. And Hula Sue right across the way are like my two I'm wearing Hula Sue today are like our it's the softest shirt ever. The two stores are my go to stores because I live in lower Delaware. So getting to Christiana mall is never unless I happen to be up state for you know a few hours. So finding places to shop. Yeah, so I'm like start following like the local brands here I am following like, Crooked Hammock and all of these places on Instagram because I want to see what's coming in. Because it is COVID and I don't want to like as sad as it is, even though Rehoboth is only like five miles from my house. And sometimes it takes 30 minutes to get there. I don't want to make that drive if you don't have new inventory. So I'm gonna follow you know, 100%
Jess:Yeah, and then I always like I'm, like Pink Turtle does like a great job. Like the girls that are like in the, in our, like posting on their social media like are the face of their brand. And I even like I the other day, we want it it was like last year we were at, we were out to dinner somewhere. And one of the girls I was with turns me goes is that the girl from the Pink Turtle? And she's like the girl that's in all of the Pink Turtle's social images is that her? um, I like, she has a name and she's like, is that her? and I'm like, I will go find out for you. And find out Wait, wait. She really wanted to get a drink. And I like came back and I was like I like and because we're in marketing. I'm like, I love all of your social content. You guys do such a great job. She was so nice. She was like thank you. I really appreciate it like blah blah blah. And I was like have a great night and I walk back and I'm like, Yes, that was her. She's the only have you talked to her. I'm like, she's a person to.
Ann Manley:I know it cracks me up. Like she's lovely. I met I met her this summer she is she's so lovely. Um, but that's Delaware because like, you know, everyone knows Delaware's so small, but the amount of famous people from Delaware is awesome. So when you see light, but when you see someone that you like, do like know on Instagram, because of the Pink Turtle and these things, you're just like, it is awesome. Because I do love I do follow their same body. Like, I know it's gonna fit me similar to them. It's not gonna fit me like a 20 something but you know, but yeah, so I just get I get excited. Um, I've noticed more and more that Addison the 10 year old is starting to get more influenced by like, things that she sees on TikTok or YouTube. So like, she follows some pretty big people on YouTube. She has some super favorites that she loves. She is begging and begging and begging for this, um, hydration powder to put in her water, which is what I don't want. It's not super weird because I do it every day. So I have like a whole routine I do in the mornings with like a detox tea and I do a vitamin B drink. Like I have this whole thing. So she's sees me do it. But she doesn't like how mine tastes. So someone was selling this G it was this G Fuel. It's not Gatorade. It's called G Fuel. And I'm like, okay, damn, if we didn't like we got to her the powder. It's just hydration. And she goes now out of my money. She goes, I have to have their shaker cup mom. I'm like, Well, I have a shaker cup. Mom. I have to have the $10 shaker cup that comes with the powder she was you can take that $10 off my debit card because she's 10 and we put her allowance on the cute, greenlight debit card. So we're like, I'm like, Okay, well, it's your $10 you spend. Every morning she gets up now she makes her hydration drink in her little G fuel. 12 ounce shaker cup. That is her thing. It is her. It is her jam, but I've never seen it like she's pretty much follows the beat of her own drummer. She does not really care. You know her.
Jess:Yeah. She's like, my favorite kid. She like does not give a rat's ass. Like what anybody is doing. She's just like, this is this is me and my TikTok cleaning carpet.
Ann Manley:Carpet Cleaning 1.3 everybody. She she like was so influenced by this whoever sold this drink. I've never seen like the power of whatever that ad popping up in her feed was for this drink. And, and damn cup, like in the powder. Like, I don't know if you know, but like workout powders are expensive. And this isn't a workout. It's strictly has extra to keep you more hydrated, like over and like I read all the ingredients like, make sure like what we're doing and it's you know, it was like $25 for like 30 servings. I'm like, okay, but the cup she had like Jess it threw me overboard. Was she's had to have the cup. That is a plastic shaker cup that someone just like stickered on G Fuel on the front of it that the first time I stick it in the dishwasher. It's, you know, gonna peel off.
Jess:Yes, you're like, I could have bought you a two pack of TJ Maxx.
Ann Manley:I know. I know. But no, mine. I have those cups. I have a million shaker cups. Nope Nope
Jess:Oh, my God. But that's what like that's like the whole point of like, being an influencer is like your job is to like sell whatever you're supposed to be selling. And I feel like that's like a that's like a prime example of like, I don't just need the powder. I also need the cup that goes with the powder. And then I also need this second powder for pm. Like you don't I mean like that.
Ann Manley:She She was and She's so funny because she knows like, I don't want her to have anything with extra caffeine or anything like that because the soda is a treat in our house. So she like she had like a whole plan. Like she read it out like she goes no caffeine in it. It's not an energizer. It's blah blah blah like It's never like she's 10 10. And I was like,she put some thought it was almost like, you know? Yeah.
Jess:So it's hilarious like I so I think it's ever funny like my best friend has like her kids are like, toddlers.
Ann Manley:Mm hmm. Not necessarily toddlers, any Emilina is like six or I don't know how old she is now. She's, yeah, we call it, whatever. But like, the middle one will like, take my phone if I like leave it on the table, she'll like take my phone and she'll open up the camera. And it doesn't matter. Like what she's been doing. She'll open up the camera and be like, Hi. Welcome to my YouTube channel today. And the first time I saw her do it, I died. Yes, this is the thing. Now, I wish I could turn on so many videos from like a year ago of Addison, and the dance girls, like just riding around in my car going, Hey, this is so and so. And we're on our way to New Brunswick, New Jersey for the Believe competition. Like, I'm like, you know, I'm not gonna let you post that you're nine. So
Jess:No, nothing cracks me up more than like, I like I have like a couple people that I like follow on like, Instagram and YouTube for like makeup tips and like skincare tips on that kind of stuff, just because I'm always curious. And like, my mom, the other day was like, have you seen this video about a facial care? Yes. Have you seen this video about facials? And she's like, Yeah, she said, thanks. They, that I need to go buy this. And I need to get this and I'm like, where did you find this video? She's like, Oh, I thought on Facebook, and then I went over to YouTube. And now I'm watching on YouTube. Should I subscribe to their channel? And I was like, Yes. Do you know what you're doing? Yeah, yeah. Oh, I know. But yeah, I like influencers I like if you find influencers that like you really enjoy listening to. Um, I really love the like Wealth Brothers for like skincare because they're freaking hilarious. Like, they do a lot of the like skincare react videos like the DIY skincare react videos. And I just laugh all the time because they're like, what would you What did you just put on your face? Like, what? It's should not burn burning is not good.
Ann Manley:Do Not burn your face.
Jess:Like no and they will stare right into the camert, like, do not put things that burn on your face.
Ann Manley:Oh my gosh.
Jess:Like I feel like we're more we are more to like macro and even like mega influencer. So like I said, like, I'm Kristen Bell. She and like her Hello Bello. Like, even if it's their company, so like Kate Hudson and Fabletics are synonymous. It's her company. But like, if you ask like which famous actress has a like a fitness brand, Kate Hudson's the first one that comes into your head. Also currently wearing like all Fabletics clothing,
Ann Manley:I was this morning.
Jess:But yeah, like I feel like influencers are like now just like a part of life. whether you realize it or not like some people obviously are very, like you can tell like, this is an ad for I was like scrolling through. I was scrolling through Instagram and like I my biggest discovery this year was that Julie Ertz and I have the same birthday. I like oh, made my day.
Ann Manley:That's awesome and I'm not even an Eagles fan.
Jess:I know. Well, so like I so this is this is this is like terrible. Well, maybe it's not terrible. Maybe it's better than terrible. It's like awesome. I am like probably the most clueless person when it comes to sports. I had no idea that her husband was Zach Ertz
Ann Manley:Because she is cooler than him.
Jess:Because I played soccer. I grew up watching the National Women's Soccer League like that. So like, for me, my athletes that I always watch are on the women's national soccer team. So I didn't put it together and I'm embarrassed to admit this like, last year, I think I finally realized that like, she and Zack are married like
Ann Manley:she did that because I follow a good chunk. I did not play soccer. Um, but I do I just love Instagram. And I saw like he posted about celebrating her because on Instagram because, again, she's way cooler than he is.
Jess:I was on something and I was like good for him. He had posted, he posted something that was like a news article came out when the women's team won the world. And it had said like, Zach Ertz's, his wife, whatever, and he like repost it and cross it out and wrote, like Julie Ertz. And like, just took his name out of it, like completely, like, is her own person. Like, that's what like, I think it's crazy but like, I did not realize that like they were married now I know. But she posted like they put like they both are sponsored by I guess like a brand. And I saw something come up in my feed and I was like, This is so like a posed, because they're sponsored by them because they're professional athletes. But it even said like hashtag ad. Um, sponsored content or whatever it was. But yeah, it is like, crazy how like, even in our like, everyday life of like following people and following. Even like celebrities were like influence to like, Oh, you know what? Chrissy Teigen said that was good. I should probably try it. Like Julie Ertz said, That was good. I should probably try it. Like, you know, this person is always on their Peloton. I'm gonna buy the peloton and the treadmill
Ann Manley:guilty. And I and I was like, there's one. Another famous couple. I love seeing them because they're so adorable. Gabrielle Union and Dwyane Wade, when they did, I think it's a Gatorade commercial, where they're competing against each other and everything. Almost makes me drink Gatorade. I just I it's not my fav. But like, I'm like, Oh, I love that because it gives me all the feels about my husband and I like to compete because I kid you not like our profiles are on our Peloton. And if we've done the same workout, I will go to check to see what his output is on it. And if I beat it or not, and I cannot beat him on the bike. But I may or may not have beat him on the tread. But it's two different like workouts but like I own like, I love for Greg to be that, you know, maybe maybe they'll do like an older couple version.
Jess:is it Icy Hot like, I like he's not a new athlete. Like he's not young. Like, it doesn't surprise me when like, Oh my god, what is it Hulu has like, Oh my god, football players. Yeah, I know that they're like young football players and my boyfriend is gonna listen to this and be like, Why do you not know their names? Um, but like they're in like the Hulu commercial? Because I guess Hulu has live sports now. Yes, it's not a sponsored, I just remember that catchphrase. Because they be put it on 80,000 times during football games. Yeah. But like, just using like the athletes and stuff. But I think like, the more important like, the harder way to be an influencer is like to do it like organically. Like I think about like, I was at a virtual conference. And like Jasmine Star was like one of the like, keynote speakers. And like, I like I sometimes I think people are like, way over the top, and I can be way over the top. But it's one of those things where like, she started from like, the ground up, like she was a photographer and now she's like, here. Also, she creates a ridiculous amount of content on social media. I like and just like, I don't know, she hires a team and the whole nine yards, but like she's one of those people that like, is probably one of the like, original influence like original like true like industry specific influencers,
Ann Manley:She wasn't a celebrity when she got her product, she like got them promoted, promoted promoted until she got it. I do I appreciate that more because working in in our firm, we know how hard it is to generate that engagement and that those impressions, so I appreciate that that hard work. So I will follow someone that I know started from from the ground. I appreciate way more like ground up working well. I love celebs and all of that. And I appreciate more of that hard. That hard, nitty gritty work. I was read like appreciating the hard work and while this is an influencer base I readAmy Poehler book, damn it, the name of the book is escaping me right now. But I love this book and she was talking about because she like started at the bottom and worked her way up and then you know got her SNL gig and every she was like, I think she was on like, an Amtrak or something on a train somewhere and she's just telling the story how someone like came up during was like, Oh, hey, can you take a look at this? She's like, No , you gotto work like you got work for it.
Jess:Oh my god. Yeah, mine. I, yeah, I have the book, and that's gonna bother me.
Ann Manley:I know, I'm gonna have to like, I'm gonna search it, but it's, I read it. It was years ago when I read it. So cuz I read. I read Tina Fey's Bossy Pants, and then Amy Poehler's book came out. And I really appreciate and I actually listened to Amy Poehler 's because like, she had so many guests, people read, like, she had Seth Meyers, she had. Sorry, I got off track, but I just it just made me think of like how some people think they can just, that's just good, like, make it easy, especially now, when it is on social media and everything is, you know, 5 10 seconds. And it is something I tried to you know, tell Addison because I 10 and she does see these people on TikTok have almost 100 million, you know, followers in less than a year. Like, I just need you to know that it normally doesn't work that way.
Jess:Yeah. Why? And that's it. That's like, such a good point is that like, I think like, I think that like, I'm part of, like, people who have done it from the ground up is just being a genuine person. And I feel like social media has kind of come full cycle. Because I feel like when I was in high school in college, when social media was like, starting, this is like 2000. And like, 9 8 9 10, like, when social media was just starting to become a thing. Everybody was like, super focused on like, the pretty pictures, the great captions and like, those are great. Like, I there are like, I follow the Philadelphia Phillies Instagram, solely because whoever runs their social media account, and the captions are on point, like,
Ann Manley:That's awesome.
Jess:Like, they're just, they're hilarious. But like, nowadays, I feel like we've kind of come back around where like, there are times where like, I will stop and read because like, I have a friend who like has been in the hospital because she's had a super complicated pregnancy. And she just like post about it. She's like, the world is messy and broken and sad. And it's not fair that we just post our pretty pictures and a pumpkin patch. When I haven't seen my daughter in six months, because I'm in quarantine in a hospital because I have a super, like high complicated pregnancy. Every time she posts stuff like that. I'm like, please keep sharing because people need to understand that. Yes, well, I also do the same thing. I post the pretty pictures, whatever. Like, there's so much more to people than just like, cuz we're in October picking pumpkins, going to like an apple orchard, making hot chocolate. Like all that kind of stuff. There's more to it than that. And I feel like the influencers that are more successful and like the people who get more followers more quickly, are the ones who are like oh, here's a pretty picture of my coffee. Now here's a video of my messy hair screaming at my kid because they just like ripped off their diaper and pooped on the floor.
Ann Manley:There's that one reporter who she was being interviewed and she had this pretty yellow top on and she looks fabulous on the screen and I think her spouse or whoever took like the side view picture of her. She's got like no pants on. her laptop is sitting on top of boxes and books. And she is surrounded by a giant kid mess. And I'm like, that's life or the guy who was discussing something on North Korea and the nanny and the kids come like I I love to follow real I love real life. And to me I'm like that's I need I need to see the messy with the with the see the messy with the good and I love pretty pictures. I love to take pretty pictures. I think I did take some sometimes I get that good one. And so I want the pretty picture life so when I do I do get influenced by that but I think when I see the raw too with with the pretty I am more influenced to them like a you know what, they are just a little bit more like me. It is going to make me buy that product just a little bit more because I think was one of the best celebrities to do that is Chrissy Teigen she does post, the good, the bad, and the ugly with all together and I I really appreciate that more. So I do tend to I think I do tend to listen more when I see someone being a little more genuine and a little bit more real. So about things
Jess:100 %
Unknown:Yeah. This is why we do get along Jess like I want, like, Yeah. Which is I want that pretty picture. I do I love I love seeing the wrong the real. Yeah.
Jess:Oh 100% I think like, I think sometimes, like, that's why I'm kind of like, I do like TikTok a little bit because people do make fun of themselves. And even like, I know, it is funny, but like, there's been times where like, I will open it and look at a couple videos because I'm like, Okay, well, I'm in marketing, I need to know what this app is. Um, and there are times where like, it's just like a mom like sitting with her coffee in her car with her messy bun. And she's talking about how, um, her kid like, pooped on the playground today. And like, how she was a bad mom, because she wouldn't let them run around Target. Like, it is nice to see that like, like, we're all not alone. We're all here in this together. I feel like that creates this, like a safe bubble of like, trust. So that like when you do come and say like, listen, this is the coffee I drink in the morning because it tastes good. It's got low calories, just coughing up calories.
Ann Manley:It's not the calories, it's the caffeine in it. It's not good for you.
Jess:This is my second cup of coffee tonight. Um, but I think that like people are more likely to listen to influencers, because they are like the ones that are real. And the ones that are on top of like, this is the pretty stuff. This is my real life when I'm not like, behind my ring light with like, all of the mess pushed out of my square.
Ann Manley:Exactly. So I kind of want, like we mentioned, I mentioned the home edit ladies, I kind of want to see that. And know that their house is a wreck. Because I need I need to feel that that like while they're doing everything else that maybe, I don't know,
Jess:I need an HGTV to buy the concept of MTV Cribs from MTV, and they just need like surprise visits to celebrities, like give them like a three month period and be like sometime in these three months, we're going to stop by and stop by I'm not going to tell you when
Ann Manley:See, I do need to see that because there are times that I'm just like, oh, and like people come over and I'm like just gonna life sorry about you know, whatever's in the kitchen. I'm sorry about like, you come into my office, I'm you know, I got apples and peanut butter sitting over here. I got stuff sitting over here. There's a giant box of old photo props I'm like, let me just push it out. Like I I appreciate just, you know, like having like having the real. So I appreciate those brands that do us just a little bit more real. And it's like, Just show me the real. Show me the real real.
Jess:On it. Exactly right. I feel like and I like to end on a good note. I feel like the way brands should look for their influencers. And it doesn't matter. Which like what industry you're in. I think that the best way to find your influencers is to just see like, Who's tagging you and stuff all the time. Who likes your stuff? Like who wears your clothes? Who writes the most recommendations for you like who talks about you? They're like, I like I am like you live down to the beach. I love Surf Bagel and anytime any of my friends is like I'm going to the beach. Where do you get breakfast? My first thing is Surf Bagel and get your Swell Joe coffee. I'm like you need the blueberry coffee. And you need to get an Old Bay bagel with whatever like breakfast sandwich on an Old Bay bagel and people are like, what? And then like yes, that's what you need to do. Like that is what needs to happen and like between them and there's a place there's a food truck up here that like I got Old Bay coffee. They made an Old Bay iced coffee.
Ann Manley:I was gonna ask you. Didn't you just
Jess:Yes, there was a place up here Scission. Oh my God Im gonna pronounce it wrong. Scission Expresso. It's a coffe truck. And he goes around to like different neighborho ds that call him and they're l ke, can you come be in our neig borhood this morning. And if he's anywhere near me, I'm li e, I'll be late because I'm gonn go get my like maple bacon
Ann Manley:So, it just kind of reminds me of class. When brands start, start using your user generated content, your UGC to use as for influencing, I feel like that is just a much better way I love when I go to shop online at like, Loft or someplace and I see the pictures of other eople's Instagram that tagged oft and they have like the utfits that they put together ecause I am more or less omeone to buy a complete outfit hat I see. Like you like we eep saying someone real wearing hen like a model wearing ecause you know, I am, you now, I'm barely five foot four. o I want to see someone barely ive foot four. My bun is just eally big. It gives me a couple xtra inches. Yeah, I like I do love that.
Jess:I would like to thank you for joining me today on your birthday birthday. Yeah, I feel like we could talk all day about influence,
Ann Manley:we really could because we didn't even touch on the one thing I thought we would talk about.
Jess:What was that?
Ann Manley:Emily in Paris.
Jess:Oh my God, we didn't we just like a random day of like,
Ann Manley:I know
Jess:We should do a review of all of the new like, movies and TV shows that feature marketing and social media. And
Ann Manley:We're going to get Dara on that to write that blog post. And we're going to we're going to work that in because I find that it's an excellent idea. I feel like we need to have like, four of us on this podcast for that discussion. Because I know, Amy and Flora also like slightly different things than us and they might be able to learn
Jess:A murder mystery party.
Ann Manley:Yeah, exactly. But, um, thank you so much for having me on today. On my birthday. I appreciate it. You know, hope I just didn't ramble too much for you.
Jess:Why does everybody think they ramble, like the whole point is to talk.
Ann Manley:You're like, it's just a conversation, I guess it's conversation, but I really did. Like I was really nervous at the beginning because I don't know if people realize I'm normally behind the scenes on the podcast.
Jess:She edits, she records. She laughs slightly when funny things are happening and then listen to me talk for the next like three days as she edits the podcast.
Ann Manley:I eat sleep and breathe Jess' voice. So, really fun. I enjoyed I enjoyed being in front today. I don't want to do it again for a while but I really enjoyed it today. So thank you.
Jess:You are very welcome. And thank you all for tuning in this week. We hope this theory is relative to your marketing means make sure you subscribe to get notified of our latest episodes.