Director of Marketing Content at GRIN
Scaling an Influencer Program to Achieve 7x ROI
In this episode:
Marisa Pardo & Hannah Jovaag from ABLE
Breakdown of the Brands Working Remote Talking Influencer meets the GRIN Gets Real Podcast
Marisa Pardo is the Vice President of Brand Partnerships and Engagement and has been with ABLE for over seven years. Her colleague, Hannah Jovaag, is the Brand Partnership Manager. Together, Marisa and Hannah manage ABLE’s influencer marketing program.
ABLE is a clothing brand that seeks to transform the fashion industry and society by investing in women. The founders launched the brand in 2010 to bring jobs to disadvantaged women and underprivileged communities.
The brand’s beautiful leather bags, handmade jewelry, denim, apparel, and shoes are manufactured in the communities ABLE wishes to impact, including areas near the company’s headquarters in Nashville, as well as global communities in Ethiopia, Mexico, India, and Brazil.
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About GRIN Gets Real
Welcome to the GRIN gets real podcast, the show for people who want to maximize their marketing potential. From influencer marketing to eCommerce strategy and everything in between, each episode will feature industry experts that share their insights and provide actionable tips to help you achieve your marketing goals. Subscribe and stay tuned!
Full episode details
Influencer partnerships in the new creator economy
“Times are changing. The influencer job is legitimizing and people are trying to recognize, ‘Okay, this is my job. You need to pay me for my time.’” – Marisa Pardo, ABLE
Not so very long ago, most influencers would be more than happy to produce on-brand content in exchange for free product. But today, creators are full-time professionals. As such, brands must consider how they will develop long-term relationships with influencers on limited budgets.
If you’re like most brands, you can always jump “head first” into new influencer relationships without a history of successful campaigns. Hannah and Marisa face similar challenges but have established an approach to grow their creator campaigns into mutually-beneficial partnerships in a way that minimizes financial strain.
Leveraging influencers as affiliates and community curators
Breakdown of the GRIN Gets Real Podcast Q&A Episode
“There’s three line items in our budget. We’ve got a product gifting budget. We got our commissions budget which is forecasted as a percentage of sales… And then we have the flat fee budget.” – Marisa Pardo
ABLE influencers all operate as affiliates, in that they each get an affiliate link and discount code. But that doesn’t mean that many of their creators don’t also enjoy flat fee payments and retainer contracts.
Brand-creator relationships must be nurtured over time. Impeccable communication, careful tracking, and sustainable processes allow ABLE and their partners to succeed.
“I look at it as affiliate [commission] versus flat fee. I think that’s the differentiating factor. Is this an affiliate partnership where you’re not paying me flat fee, or is it flat fee plus affiliate (which we like to be as generous as we can with that)?” – Hannah Jovaag, ABLE
In addition to discussing influencer-affiliate partnerships, this Q&A podcast covers:
- Content tracking
- Project management of influencer campaigns
- Collaborating with creators on campaign objectives
- Creating an influencer community
- How to recruit influencers
- And more!
Quotes from This Episode
“And if they can do what they say they can do, they’ll make that back in their commissions. But just be honest about, ‘We’re a small brand. We have a small budget.’ We gotta test before we can pay them [high flat fees].” – Marisa Pardo
“They come in as an affiliate link and a certain level of a discount code and product gifting. And then they can level up based on the type of ROI that’s being driven.” – Hannah Jovaag
“If something’s an awareness play, then we want to get in front of the hottest traffic but then also be static (people can go back to reference it). That’s where an in-feed or reel might come in. Then when it comes to conversions, Instagram Stories is where the highest click-through and swipe-up rate is.” – Hannah Jovaag
“Just start following them in your personal account and watch how they talk about their brands. Are they funny? Are they serious? Are they authentic or does it look like an ad? Because it’s going to translate the same into your brand.” – Marisa Pardo
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