Preview: The Downside of Fame w/Jason Falls

A preview of Season 1, Episode 3 of Opinion Party, where hosts Creators & Guests

• Laura Jones - Host
• Jason Gaikowski - Host
• Jason Falls - Guest

explore the complexities of fame in marketing, discussing the pitfalls of pursuing fame for its own sake versus focusing on genuine influence. They introduce Jason Falls, who shares insights from his book 'Winfluence' and emphasizes the importance of strategic influence over mere celebrity endorsements. The conversation delves into the impact of influencer culture on youth, the necessity of building trust with customers, and the future of marketing in an oversaturated digital landscape.

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CREDITS:
Hosts: Laura Jones and Jason Gaikowski
Executive Producer: Mark Richardson
Editor: Gabriel Montoya
Spiritual, Menu, and Technical Advisor: Ketzirah Lesser
Research: Aly Ryan

Episode Transcript

Laura Jones (00:01):
Hey, everyone. Welcome back to Opinion Party.
I'm Laura Jones.

Jason Gaikowski (00:06):
And I'm Jason Gaikowski.

Laura Jones (00:08):
And we're here today to dispel the most
pervasive myths in modernmarketing through the cold,
cruel lens of data.

Jason Gaikowski (00:15):
You know, chasing fame for the for the
sake of fame. Like, we know whatthat looks like. Yeah. It looks
like Real Housewives. Right?
Chasing excellence for the sakeof excellence. We know what that
looks like. That looks likeTaylor Swift. And I don't know
about you, Laura. I have a lotmore interest in being like

(00:36):
Taylor Swift than I do likebeing a Real Housewife.

Laura Jones (00:39):
Yes.

Jason Gaikowski (00:40):
Come on in, Jason Falls, author of,
Winfluence, a book, host of apodcast also named Winfluence,
University of Louisville,professor of communications. I'm
sure he's got a lot moreaccolades of which I am,
unfamiliar.

Jason Falls (00:55):
It's hard work to make to get an audience, much
less maintain it.

Laura Jones (00:58):
Yeah. What are some of the most, you know, pervasive
examples of where, you know, aninfluencer or brand is just
really kind of connecting in inthe wrong way?

Jason Falls (01:08):
Well, mean, in the wrong way, it happens every day.
Most of the content you see outthere on social media is crap,
because these people don't knowwhat they're doing. But the
brands that have succeeded withsocial media influencers or
influence marketing, they'regoing at it with how can we be
useful in helping that audienceaccomplish what they wanna
accomplish as influencemarketing evolves and becomes

(01:31):
more and more impactful toconsumers as they're making
buying decisions. The way tomake magic happen is for the
brand to get the hell out of theway. Let the content creator
figure out how they're going toconnect with their audience in a
meaningful way that is going tohelp communicate the message.
Stay out of the way. Get therequirements. You know? Get your

(01:53):
legal team and whatnot to justsit in the corner and be quiet
for a little while. And justgive the brief to the creator
and say, we want you tocommunicate this message, but we
want we know that you know youraudience better than we do.

Laura Jones (02:06):
That was so fun, Jason. I just love a good
opportunity to talk about TaylorSwift and fame and help some
marketers make some gooddecisions. We hope you all had
as much fun on Opinion Party aswe had with you today.

Jason Gaikowski (02:20):
Thanks for joining us.