May 7, 2024 • 27 mins
¡Sumérgete en el mundo del Influencer Marketing y las relaciones públicas!
Descubre cómo los influencers gestionan sus campañas y cómo las marcas pueden llegar a su público objetivo con técnicas efectivas. No te pierdas la entrevista con Juan Carlos Valladolid, un experto con más de 20 años de experiencia en el campo. Conocido como 'Juanki', quien ha vivido tanto en México como en España, y actualmente trabaja con marcas en ambos países.
En esta entrevista, comparte sus mejores consejos para llevar a cabo campañas exitosas con influencers, ofreciendo una perspectiva única que abarca desde México hasta España.
Obtén información clave sobre cómo las marcas pueden desarrollar estrategias de visibilidad efectivas. ¡Escucha ahora para aprender más sobre cómo aprovechar al máximo el Influencer Marketing y las relaciones públicas en tu estrategia de marketing digital!"
Sigue a Juan Carlos Valladolid AQUÍ
Sugue a Jouss Carbajal AQUÍ
¡Y te comentamos que a partir del 14 de mayo del 2024, podrás adquirir el libro "Quita el modo avión" para que despegues el negocio de tus sueños y alcances tu potencial al máximo!
Conoce todo lo que hacemos en www.jousscarbajal.com
Y síguenos en todas nuestras redes sociales como: jousscarbajal, girlhappen, quitamodoavion, joussbookclub, kipitbrand.
Descubre cómo los influencers gestionan sus campañas y cómo las marcas pueden llegar a su público objetivo con técnicas efectivas. No te pierdas la entrevista con Juan Carlos Valladolid, un experto con más de 20 años de experiencia en el campo. Conocido como 'Juanki', quien ha vivido tanto en México como en España, y actualmente trabaja con marcas en ambos países.
En esta entrevista, comparte sus mejores consejos para llevar a cabo campañas exitosas con influencers, ofreciendo una perspectiva única que abarca desde México hasta España.
Obtén información clave sobre cómo las marcas pueden desarrollar estrategias de visibilidad efectivas. ¡Escucha ahora para aprender más sobre cómo aprovechar al máximo el Influencer Marketing y las relaciones públicas en tu estrategia de marketing digital!"
Sigue a Juan Carlos Valladolid AQUÍ
Sugue a Jouss Carbajal AQUÍ
¡Y te comentamos que a partir del 14 de mayo del 2024, podrás adquirir el libro "Quita el modo avión" para que despegues el negocio de tus sueños y alcances tu potencial al máximo!
Conoce todo lo que hacemos en www.jousscarbajal.com
Y síguenos en todas nuestras redes sociales como: jousscarbajal, girlhappen, quitamodoavion, joussbookclub, kipitbrand.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hey, welcome here plane and takeoff the podcast. For entrepreneurs, entrepreneurs
or women who want to remove airplanemode, if you want to be a
turn of your life and take thebusiness out of your dreams or have that
pause that stops you, then thispodcast is for you. Let' s
take off together, this is takingoff plane mode and the host' s
(00:29):
hello welcome to one more episode oftaking off plane mode podcast. On this
occasion we are with Juan Carlos Valladolid, who is a total expert and guru
of the public relations medium. Hehas worked well, had his own agencies
in Mexico and now works in Spain. He also works in well- known
agencies. He has already worked withthe most important brands worldwide, including non
(00:52):
- sét Livice Techno Marine Ron Methuselem, El Palacio Hierro. Group. President,
among many others, Juan Carlos,welcome to this episode. More,
in this episode I' m goingto like to talk about public relations,
how to connect with the media,how to sell more our products and our
services, especially deconcentrating from the digitalworld. Welcome, Juan Carlos, a
(01:18):
pleasure to have you in this episodeHello Chase how you are, well,
thank you so much for the ambition. I am delighted to be able to
speak a little bit more of apillar of brands, campaigns and everything that
or around. Thanks, Jayse.I' d love you to help me
out by telling me a little bit, about everything you do in the public
relations world. Juan Carlos and I, in fact, have worked together.
(01:40):
Before. I had a PR agencyand it' s an honor for me
to have you on this show,because who better than you to tell us
and help us take our marks off. This is an episode that has asked
me a lot out there with thecomments of the entrepreneurs, and I would
like you to introduce yourself a littlemore and tell us what they do in
(02:00):
the PR agencies and what brands youhave taken. Yeah, well, I
' ll tell them a little bitgood, as you already introduced me well.
I' m Juan Carlos Olado Lee. I studied advertising and then also
did a master' s degree inmarketing communication and well, I started working
(02:21):
right in this medium, because quitea few years ago in two thousand ten
And well, in the first agencyI worked on I carried dust, for
example, that, in fact Ithink that event you accompanied me what we
did there in the autodrome. Andwell, I started working with the group
President after that too, with aroomate group that, in fact, because
(02:44):
it was very funny because I didthe opening of the first Roumet hotel in
Mexico. And then I ended uphere in Spain, meeting this big group,
just like so many hotels and thatkeeps growing And I don' t
know the destination. So let's say it connects me a little bit
(03:05):
And yes, as you say,I' ve worked with a lot of
alcohol brands, also some mezcals that, perhaps, aren' t around the
world either, that are known worldwide, but that in the end is also
related to this topic. And so, basically what we do in PR and
communication agencies, regardless of the approachgiven by each of them, because what
(03:28):
I always say is how to communicate. And yes, what is not communicated
does not exist then, because wealways have to think about our product,
where we want to reach the target, who we love, how we want
to address ourselves and the strategy thatwe are going to use which, obviously,
(03:51):
is not easy. So you're going to be right, hey,
Juan Carlos, and what can publicrelations help us in, imagine,
we have a product to launch andwhat can help us carry out a public
relations strategy, because look what Ialways say to anyone who sometimes also,
because he doesn' t know muchabout the subject and the typical thing that
(04:15):
even when they ask you at aparty or at a meeting that you do
public relations, but what is it, then I always tell them good,
because many people don' t understandit well, or sometimes they get confused
and say like ah because if youare pr because you have many friends or
that you know many people and thennot to see, obviously, yes it
(04:35):
' s part of but I alwaysadvise any businessman and anyone who has any
kind of business, or it doesn' t know which, because it does
focus and a public relations campaign isdone, where you see who is talking
to, so that, obviously,you can succeed. So, here'
s definitely always going to help you. You sell whatever you sell or do
(04:57):
whatever you do, so you doknow people, but it won' t
help you to know them. Ifyou' re not sending them the right
message, then you have to createa campaign in which you do know how
you' re going to talk tohim about why, where, what time
And more now that everything is,because let' s say it' s
so divided and besides, there's also so much exact competition and I
(05:21):
get a super interesting strategy, especiallynow in the digital world. It is
surpassing us, we are not fightingfor digital spaces and I think that always
good when I make releases, forexample, I always include a public relations
campaign, combined with digital strategy,because the two go hand in hand,
the two complement each other. Andthis also something you mention is very important,
(05:43):
is that we don' t believethat public relations is partying or taking
you on a belly button picket withpeople. In fact, I included a
whole chapter in my book of Removethe Airplane Mode on the Role of Public
Relations. Not how we can makeour business more visible with the ode of
public relations. And for example,Juan Carlos, how we, like the
(06:03):
entrepreneurs, what you could tell themhow to approach the media or how to
start how to start doing a campaign, of course, because look at the
truth is also I think that that' s why there then people confuse the
issue of saying that it' snot wrong if you don' t have
(06:23):
a budget. Because if you don' t have a budget, then of
course you' re gonna say good. My business is I don' t
know I' m sending some creamsand maybe, because they are clear a
new brand that doesn' t yethave, let' s say just a
budget so that we have a communitymanager to do a campaign with an Instagram
(06:47):
and a Facebook and a twitter andan amazing page. But of course it
is necessary. Not then, ifyou don' t have it, then
obviously, you can go making yourown social networks, but you do have
to at least investigate. So whatI always say is I don' t
know or even if you make arestaurant like ok if you don' t
have the budget, because I knowthat sometimes it' s also a lot
(07:11):
of expenses and that you' reinvesting in the local, in the chef.
In the case of a restaurant,then, that is, yes,
maybe you can try to carry yoursocial networks, for example, but because
at least they make sense with yourimage, so you are speaking, because
literally, because of if it isa restaurant, because of gastronomy, because
then there are people who really haveno idea and sometimes they say that it
(07:32):
is already worse that they have socialnetworks and seah well, I have a
restaurant and I think I know howto carry the instagram and, maybe they
all publish. I know about theVirgin of Guadalupe, so it' s
like, if you' re goingto do it, then do research and
give her the seriousness, the sameseriousness that you give to all the other
(07:56):
points of your business in the subjectof immersion. And obviously, of course,
the best thing would be if youcould hire an expert, because also,
as I say, we' renot all experts in everything and then
we can' t leave this assomething lightly, that is, that you
recommend, for example, that theyhave before they approach some media or some
public relations agency, that they haveunified all their communication, not so much
(08:20):
in social networks as in their digitalcommunication, exact and that I tell you
that is, to me in factit has happened that you know that I
also work. In addition to this, as an instagramer, then, for
example. I don' t know. I' ve been invited. This
is a great example. I havebeen invited to the Force Seasons of Madrid,
(08:43):
a very large communication agency, whichkeeps the whole account, which obviously
makes all the communication, which makesa press release, which makes such and
falling. So that action was obviouslybeneficial and I was invited to do something
about it. But then, likeme, as a wave of small hotels
or small businesses, because one dayI was also here in Madrid and they
(09:05):
didn' t even lie to meto the Forcis, where it was a
big hotel, nor a communication agency, But the daughter of one of the
fingernails of a small hotel boot Tipsaw me in instagram just in those photos
and she also approached me on Instagram. So the contact and the clear approach
that we can do now. Ifyou' re going to do it in
a big way, it' sobviously better to have an influencer campaign.
(09:28):
It' s too big. Orthat you know where you want to go,
but sometimes you can also look forthe type of profiles that you think
suits you and write them for thebest. They don' t answer you
for the best. Yes, butthat also adds up a lot to having
already you' re going to dogood data, both media and gre influencers,
(09:48):
but then, that you can makethe effort as long as there is
not perhaps a specific bochet for that, because you can also everything. It
' s a matter of organizing it, but making things right. How little
you do much that is well donebecause if not, it can cause you
sometimes until then some trouble. Ithink with bad image you know because I
(10:09):
also happened to be invited to arestaurant and maybe it' s divine and
I didn' t want to goor I had it as doubtful because Instagram
was ugly or because they didn't even have good pictures. Not exactly,
so you recommend it. Then paya lot of attention to happenings,
because first you have to have welldefined, well have the whole digital strategy
(10:33):
done very well and then you haveto start if you want to do an
influencers campaign. We have to belooking at what inflictors align with our communication
and, above all, see howwe' re going to do that approach.
Here, Juan Carlos, I wouldlike to ask you what you recommend
to start having this contact with ourinfluencers, How should that first message be,
(10:56):
what should they say by message sothat they really listen to them and
want to promote their products. Ofcourse, I' m telling you here
depends and if it' s avery specific case, depending on the brand
and what you' re offering.Because also, because sometimes fair and it
has happened to me you already knowthat it is not neither to criticize nor
(11:22):
to do any less to anyone,because, then, everyone who has his
company or his product, because obviouslywill be valued and respected. But what
I' m talking about is thatif we have just that that' s
why we do a very big analysisto say, for example, like to
me one day he actually wrote mea brand of mustards and you know they
(11:45):
sent me a very nice email.But as you' re telling me,
listen, we' re gonna sendyou a pack of five mustards and if
we send it to you, wecreate a real a post five stories blah
blah blah. I wasn' teven gonna get paid anymore, I mean,
they thought I was gonna make fivemustards happy. You know, then,
surely mustards can be very good andmaybe they' re of the best
(12:05):
quality. But we also know thatin this world, that' s why
the most important thing is how you' re going to get close, because
for me that brand obviously already madeit fatal and I even felt a little
bit, because since it is clearthat I do it as a disrespect,
because in the end, also whenyou talk to an instagrammer that does charge
(12:26):
and that you also know that manypeople arrive, because to offer cin how
you are doing more really, becauseas a little bit a rude you know
then what you have to do,that is to say, to see if
I am the force are if Iinvite you or a night, of course,
you can make an exchange, butif you have a product or at
(12:46):
best, yes if it is ananti- wrinkle cream that is what I
know or even an experience. Andso, not everything has to be very
expensive or very cheap. But youknow that, because I don' t
know definitely in the example that becausefive plus all, because it wasn'
t going to happen unless they offeredyou a bowl, then that always has
to analyze it very well, becauseif not then you can finish a little
how, because even angry with somebrand or I have also talked a lot
(13:11):
with some other influencers that has alsohappened with restaurants, which is the same
thing that they invite you and tellyou as ah well, because it is
an invitation I don' t knowwhat. Most of the time they treat
you super well, but sometimes ifthey have no experience, it can end
up being worse and sometimes they canalso invite an influencer and say as good.
Here' s the menuta. Idon' t know what and then,
maybe, you' re done withthe experience and I can put you
(13:33):
on coffee. Oh no, orI' ll charge you that one.
And so, obviously, as anyinfluencer or person will be able to pay
for their coffee. But it's like seeing or making the old experience.
You' re already inviting or notinviting, you know, because if
you don' t then neither publishwith so much pleasure nor do your content
well, then, that' swhy for each person, because they have
to have everything unified, but toknow how they will also speak to each
(13:58):
of the members of the team,for example, with those who work and
to the public, because if not, because all these small mistakes, because
they can give results that clearly affect, because then they are chained very big
and maybe, because the owner doesn' t know and the one who did
(14:20):
it was accurate, it is theintern or, it was the same owner,
but then he didn' t know. So, always have all these
points very very unified and very clearso that there are no mistakes. Of
course this you say I love it, because the truth is that look you
can also make exchanges about your productsto make some campaign with influencer only that
yes. It is very important thatif you are going to make an exchange,
(14:43):
you have to look for such excellenceexchanges, because, as Jase rightly
says, it can be counterproductive toyour brand. Not if you' ve
already managed to get any influencers intouch with you. If you want to
participate with your brand, it isvery important, because making you feel what
you value, not because you wantyour brand to be recommended by them.
(15:03):
Then you have to make them livethe best experience they can. That is,
I believe that a axis of themost important in the world of public
relations and we live it day byday, for example, with the media.
When we deal with means, becauseyou have to make them be and
that they become alive by your productor by the service that you are offering
(15:26):
them, because, then, youreally have to consent to them a lot.
Jace. You' ve made millionsof trips with no means and I
' d like you to tell thema little bit. How is a weekend,
for example, or a day withmedia not, and how also how
it is different in Mexico and Spain. Yes, well, the truth is
(15:48):
that, for example, in MexicoI worked with a Sabat Umeration group and
they were doing that was just likea client of The Real State, but
then they wanted us to also makea trip to New York and I don
' t know what. So,to organize everything from the beginning so that
(16:08):
the media knew how all the spotsthey wanted to sell at that time and
to know that sometimes also just asmuch as you take to a medium or
an influencer, to a trip ofyour brand, because you can' t
be either, despite all that everythingis paying for the brand, because you
(16:29):
can' t be muddy all thetime either. Advertising you know, that
' s like the important thing,because it' s just doing it,
so let' s say class,so that the whole experience will enjoy it
so that that journalist or special guestwill end up in love, but alone
with this same strategy that you carry, because then, if all the time
(16:53):
you don' t know it justlike burdening, then in the end it
won' t work out. Infact, for example, last summer we
also made two houses in Barcelona andone in Marbella, which were spectacular houses,
giants, that is, with alot of luxury and special tasting rooms.
(17:15):
And that is to say, butstill, the same journalists that we
had with us said well, becausewe are in Marbella, they are already
here in this house. But todaywe take them to dinner in the wild
in a restaurant that is fashionable thatthey also sort of clear to say.
Okay, well, not all thetime they put me on. I mean,
Ron Ron Ron, you know,it' s like giving everybody the
(17:41):
space, and people, because inthe end they have fun because they'
re finally going to work, butthank you and it' s not almost
that you hear we' re goingto have breakfast. And I' ll
give you a rum, you know? Because there are many brands that sometimes
also when they don' t analyzeit, because they say ah well it
is paying the whole role Matusolemos thento put rum up to the ears and
(18:04):
even you know that, because thatI think they take a great horror on
many marks. And of the importantthing always, because it is to take
care of that exact value, Andit is very important that the treatment is
organic and above all, authentic,not that they really care to attend to
the people, to their guests.This is also a lot of networking And,
(18:26):
well, right now, we're talking about big brands, but,
for example, in the example thatclicked on creams, you can'
t maybe make an afternoon with yourfriends or some influencers friends, because they
can also invite. Maybe I don' t know micronferencers that go from a
thousand followers to a hundred thousand followersdo some meeting, maybe at home.
(18:48):
Let us not imagine, in theexample of creams, if you do not
have a place, where to sell, because you can make in the room
of your house an afternoon of teaI can think to try the creams and
that your friends start to share andpromote it. Obviously, this in order
for you to know your products andthat you have already done a like everything,
(19:12):
a project of why you would dothat event. Something very important here
is that we are not going tobe doing events and events just because we
do not have to have our financesclear and know what we want to achieve,
something that in the public relations world. You should always take care of
yourself, because above all it's the budget and see what you'
(19:36):
re going to get. In return, sure, I made myself totally clear,
so that it didn' t getout of hand or that sometimes,
because you could just as well,maybe make an alliance. No and say
like ah well, for if Iput the creams, you put, the
coplicts or you put no. Andthen, you too are absolutely right as
(19:56):
you are doing. You always haveto try to reach the right target,
but sometimes, maybe, these meetingsor these small events that are well thought
out, because yes, they canalso help you with the people who surround
you with their mouths and then,because also surely when the company grows more
(20:18):
and so, JGRSS. Logically,also to influencers or to means much more
top not. But, well,everything has an exact start. Everything is
a cycle and we have to startbuilding our brand. Brands aren' t
built overnight, that is, theytake a lot of time. You have
(20:38):
to go doing creative things, designour communication plans, design how we want
people to find us and be supercreative. Or here you have to be
super creative. And this thing youmention Jase is very important. The issue
of alliances does not matter that theyare a small brand for this same example
of creams. You could do itwith a tea brand or some tea somelier
(21:03):
you can create as your own networkso that between the two or between various
brands are promoted among each other.Maybe they can' t make a Gibway
between various brands that same day.The joke is that you guys are developing
all these business units, this wholeportfolio of everything you can do with your
own brand. And here another veryinteresting topic is the issue of sponsorships,
(21:27):
because we, when we do,for example, some launch, can find
sponsors. Sometimes I feel like we' re afraid to talk to that big
sponsor. And I' m goingto give you an example here of when,
many years ago, when I had, in the two thousand nine,
a brand of swimsuits and that Iwas a designer of that brand, I
(21:48):
was able to get sponsorships like coke, like Kialls, as I don'
t know real, sponsorships that thetruth were giant brands. What' s
more, I remember we even gota few flights to Air France, to
go to Paris for a fashion Wick. Then the truth is, you can.
We have to create a certain structureand, above all, have confidence
(22:11):
in our projects and plan it,No, Juan, because we do have
to plan annually, especially in ourpublic relations plan. And I wanted to
talk about this because today people arevery obsessed with social media and I think
they neglect this part of this worldof public relations, that the truth is
(22:33):
that it can bring you a lot. And here, Juan Carlos, I
would love you to give us someexample, without saying names or anything more
or less an influencer, how muchit is charging, that is to say
without exchange you of what you haveseen, how much they charge for some
campaign, those who charge the leastand those who charge the most, because
look here too. I believe thatlike everything in life, that is,
(22:56):
depending on the followers, yes,there can already be influencers, that is,
I do know at least one millionat best only for one pal because
yes, they can charge you upto five thousand dollars putting it in dollars
so that those who listen to usin Europe, or in Mexico, because
(23:18):
they have it as the number toput neither weights nor euros. But yes,
more or less if we put itin dollars, for example. Yes,
it could be that, but there' s always what we' ve
talked about now, that is,depending on whether they ask you, because
(23:41):
it' s not the same thingthey' re getting you. Hey I
invite you also not to be toa luxury hotel in incredible Maya riviera,
that yes, I want you togo up and then you already get the
trip and also pay you, becausethere is even more that give you a
super trip, to super experience,when you already have so many seiders.
Besides, they have to pay you. But maybe also, if they tell
you listen, I want to,because I don' t know that same
(24:02):
posting is not going to give youany more or anything, and I just
want you to go up, becausea soda of mine, for example,
then maybe you can charge double?You know then maybe you can charge up
to ten zero and with the wordsthat micro influencers between then ten thousand and
one hundred thousand followers, because theretoo I think it will always be the
game, depending on how long youtake to do it, to create your
(24:25):
content. I have done many campaigns, for example with Mitsuishi, because sometimes
I also worked with quite large influencerswho also had so five hundred thousand followers
or four six thousand and maybe alsoif it was a story, because they
could also charge you a thousand dollarsor two thousand for just one story,
but also because you already had thatif they had a very good reach and
(24:48):
also the type of followers they have. So there is, like, a
lot of change and I tell yousometimes it is, because something that,
maybe it' s a brand thatyou like very much and because it doesn
' t have budget either, butthat works for you that. That'
s why I think it' salways the click and what you have to
(25:10):
look for every pr to start withor every company if you don' t
have a communication agency yet, becauseyou get to the right target. I
don' t know, for example, I' m making up croquettes now.
I mean, I can tell youto lead ferrag and maybe raise it
and pay him thousands and thousands ofdollars. But maybe he doesn' t
like dogs. I' m makingit up, because then he' s
(25:33):
not going to charge a lot.And if I talk to some influencer,
I don' t know how MontserratOlder, because maybe it says to then
of course I charge less and notfor anything like that, but maybe,
if you know, call the animals, the dogs. So, then,
you can play a little bit,with a stock, with a foundation and
you have to kind of turn itaround, because to save, of course,
(25:56):
it' s not what all brandsand all companies want exactly. Dear
Juan, I love your tips andwell, I don' t know if
you want to add anything else tothis episode so that our entrepreneurs have an
interest in public relations. Nothing,because follow me on my social networks also
(26:18):
in my instagram potac raba Ja Valladolidand well, there surely also later you
can see a little of the eventsthat I do here, of the campaigns
that I do here in Mexico,of the or restaurants to which I go
in the hotels to which I gofrom the trips that I do, and
because there is also surely that thenyou see some tips or ideas or something
(26:40):
that can work for you exactly.And besides, Juan Carlos works between Mexico
and Spain, because if you wantto contact him it is an excellent pir
And good Juan Carlos, because Iwas very happy to greet you. Thank
you for sharing all this data withus. The truth is a long-
awaited episode. The issue of publicrelations is not neglected in their campaigns and
Mirketing strategies. This is one moreepisode of model remover plane and we'
(27:06):
ll see you in the next episodeBye Wane my By. This is silent
plane removal and I' m JosCarvajal looking for us on social networks like
kite- mode plane or how JoeCarvajal see you in the next episode
Hey, welcome here plane and takeoff the podcast. For entrepreneurs, entrepreneurs
or women who want to remove airplanemode, if you want to be a
turn of your life and take thebusiness out of your dreams or have that
pause that stops you, then thispodcast is for you. Let' s
take off together, this is takingoff plane mode and the host' s
(00:29):
hello welcome to one more episode oftaking off plane mode podcast. On this
occasion we are with Juan Carlos Valladolid, who is a total expert and guru
of the public relations medium. Hehas worked well, had his own agencies
in Mexico and now works in Spain. He also works in well- known
agencies. He has already worked withthe most important brands worldwide, including non
(00:52):
- sét Livice Techno Marine Ron Methuselem, El Palacio Hierro. Group. President,
among many others, Juan Carlos,welcome to this episode. More,
in this episode I' m goingto like to talk about public relations,
how to connect with the media,how to sell more our products and our
services, especially deconcentrating from the digitalworld. Welcome, Juan Carlos, a
(01:18):
pleasure to have you in this episodeHello Chase how you are, well,
thank you so much for the ambition. I am delighted to be able to
speak a little bit more of apillar of brands, campaigns and everything that
or around. Thanks, Jayse.I' d love you to help me
out by telling me a little bit, about everything you do in the public
relations world. Juan Carlos and I, in fact, have worked together.
(01:40):
Before. I had a PR agencyand it' s an honor for me
to have you on this show,because who better than you to tell us
and help us take our marks off. This is an episode that has asked
me a lot out there with thecomments of the entrepreneurs, and I would
like you to introduce yourself a littlemore and tell us what they do in
(02:00):
the PR agencies and what brands youhave taken. Yeah, well, I
' ll tell them a little bitgood, as you already introduced me well.
I' m Juan Carlos Olado Lee. I studied advertising and then also
did a master' s degree inmarketing communication and well, I started working
(02:21):
right in this medium, because quitea few years ago in two thousand ten
And well, in the first agencyI worked on I carried dust, for
example, that, in fact Ithink that event you accompanied me what we
did there in the autodrome. Andwell, I started working with the group
President after that too, with aroomate group that, in fact, because
(02:44):
it was very funny because I didthe opening of the first Roumet hotel in
Mexico. And then I ended uphere in Spain, meeting this big group,
just like so many hotels and thatkeeps growing And I don' t
know the destination. So let's say it connects me a little bit
(03:05):
And yes, as you say,I' ve worked with a lot of
alcohol brands, also some mezcals that, perhaps, aren' t around the
world either, that are known worldwide, but that in the end is also
related to this topic. And so, basically what we do in PR and
communication agencies, regardless of the approachgiven by each of them, because what
(03:28):
I always say is how to communicate. And yes, what is not communicated
does not exist then, because wealways have to think about our product,
where we want to reach the target, who we love, how we want
to address ourselves and the strategy thatwe are going to use which, obviously,
(03:51):
is not easy. So you're going to be right, hey,
Juan Carlos, and what can publicrelations help us in, imagine,
we have a product to launch andwhat can help us carry out a public
relations strategy, because look what Ialways say to anyone who sometimes also,
because he doesn' t know muchabout the subject and the typical thing that
(04:15):
even when they ask you at aparty or at a meeting that you do
public relations, but what is it, then I always tell them good,
because many people don' t understandit well, or sometimes they get confused
and say like ah because if youare pr because you have many friends or
that you know many people and thennot to see, obviously, yes it
(04:35):
' s part of but I alwaysadvise any businessman and anyone who has any
kind of business, or it doesn' t know which, because it does
focus and a public relations campaign isdone, where you see who is talking
to, so that, obviously,you can succeed. So, here'
s definitely always going to help you. You sell whatever you sell or do
(04:57):
whatever you do, so you doknow people, but it won' t
help you to know them. Ifyou' re not sending them the right
message, then you have to createa campaign in which you do know how
you' re going to talk tohim about why, where, what time
And more now that everything is,because let' s say it' s
so divided and besides, there's also so much exact competition and I
(05:21):
get a super interesting strategy, especiallynow in the digital world. It is
surpassing us, we are not fightingfor digital spaces and I think that always
good when I make releases, forexample, I always include a public relations
campaign, combined with digital strategy,because the two go hand in hand,
the two complement each other. Andthis also something you mention is very important,
(05:43):
is that we don' t believethat public relations is partying or taking
you on a belly button picket withpeople. In fact, I included a
whole chapter in my book of Removethe Airplane Mode on the Role of Public
Relations. Not how we can makeour business more visible with the ode of
public relations. And for example,Juan Carlos, how we, like the
(06:03):
entrepreneurs, what you could tell themhow to approach the media or how to
start how to start doing a campaign, of course, because look at the
truth is also I think that that' s why there then people confuse the
issue of saying that it' snot wrong if you don' t have
(06:23):
a budget. Because if you don' t have a budget, then of
course you' re gonna say good. My business is I don' t
know I' m sending some creamsand maybe, because they are clear a
new brand that doesn' t yethave, let' s say just a
budget so that we have a communitymanager to do a campaign with an Instagram
(06:47):
and a Facebook and a twitter andan amazing page. But of course it
is necessary. Not then, ifyou don' t have it, then
obviously, you can go making yourown social networks, but you do have
to at least investigate. So whatI always say is I don' t
know or even if you make arestaurant like ok if you don' t
have the budget, because I knowthat sometimes it' s also a lot
(07:11):
of expenses and that you' reinvesting in the local, in the chef.
In the case of a restaurant,then, that is, yes,
maybe you can try to carry yoursocial networks, for example, but because
at least they make sense with yourimage, so you are speaking, because
literally, because of if it isa restaurant, because of gastronomy, because
then there are people who really haveno idea and sometimes they say that it
(07:32):
is already worse that they have socialnetworks and seah well, I have a
restaurant and I think I know howto carry the instagram and, maybe they
all publish. I know about theVirgin of Guadalupe, so it' s
like, if you' re goingto do it, then do research and
give her the seriousness, the sameseriousness that you give to all the other
(07:56):
points of your business in the subjectof immersion. And obviously, of course,
the best thing would be if youcould hire an expert, because also,
as I say, we' renot all experts in everything and then
we can' t leave this assomething lightly, that is, that you
recommend, for example, that theyhave before they approach some media or some
public relations agency, that they haveunified all their communication, not so much
(08:20):
in social networks as in their digitalcommunication, exact and that I tell you
that is, to me in factit has happened that you know that I
also work. In addition to this, as an instagramer, then, for
example. I don' t know. I' ve been invited. This
is a great example. I havebeen invited to the Force Seasons of Madrid,
(08:43):
a very large communication agency, whichkeeps the whole account, which obviously
makes all the communication, which makesa press release, which makes such and
falling. So that action was obviouslybeneficial and I was invited to do something
about it. But then, likeme, as a wave of small hotels
or small businesses, because one dayI was also here in Madrid and they
(09:05):
didn' t even lie to meto the Forcis, where it was a
big hotel, nor a communication agency, But the daughter of one of the
fingernails of a small hotel boot Tipsaw me in instagram just in those photos
and she also approached me on Instagram. So the contact and the clear approach
that we can do now. Ifyou' re going to do it in
a big way, it' sobviously better to have an influencer campaign.
(09:28):
It' s too big. Orthat you know where you want to go,
but sometimes you can also look forthe type of profiles that you think
suits you and write them for thebest. They don' t answer you
for the best. Yes, butthat also adds up a lot to having
already you' re going to dogood data, both media and gre influencers,
(09:48):
but then, that you can makethe effort as long as there is
not perhaps a specific bochet for that, because you can also everything. It
' s a matter of organizing it, but making things right. How little
you do much that is well donebecause if not, it can cause you
sometimes until then some trouble. Ithink with bad image you know because I
(10:09):
also happened to be invited to arestaurant and maybe it' s divine and
I didn' t want to goor I had it as doubtful because Instagram
was ugly or because they didn't even have good pictures. Not exactly,
so you recommend it. Then paya lot of attention to happenings,
because first you have to have welldefined, well have the whole digital strategy
(10:33):
done very well and then you haveto start if you want to do an
influencers campaign. We have to belooking at what inflictors align with our communication
and, above all, see howwe' re going to do that approach.
Here, Juan Carlos, I wouldlike to ask you what you recommend
to start having this contact with ourinfluencers, How should that first message be,
(10:56):
what should they say by message sothat they really listen to them and
want to promote their products. Ofcourse, I' m telling you here
depends and if it' s avery specific case, depending on the brand
and what you' re offering.Because also, because sometimes fair and it
has happened to me you already knowthat it is not neither to criticize nor
(11:22):
to do any less to anyone,because, then, everyone who has his
company or his product, because obviouslywill be valued and respected. But what
I' m talking about is thatif we have just that that' s
why we do a very big analysisto say, for example, like to
me one day he actually wrote mea brand of mustards and you know they
(11:45):
sent me a very nice email.But as you' re telling me,
listen, we' re gonna sendyou a pack of five mustards and if
we send it to you, wecreate a real a post five stories blah
blah blah. I wasn' teven gonna get paid anymore, I mean,
they thought I was gonna make fivemustards happy. You know, then,
surely mustards can be very good andmaybe they' re of the best
(12:05):
quality. But we also know thatin this world, that' s why
the most important thing is how you' re going to get close, because
for me that brand obviously already madeit fatal and I even felt a little
bit, because since it is clearthat I do it as a disrespect,
because in the end, also whenyou talk to an instagrammer that does charge
(12:26):
and that you also know that manypeople arrive, because to offer cin how
you are doing more really, becauseas a little bit a rude you know
then what you have to do,that is to say, to see if
I am the force are if Iinvite you or a night, of course,
you can make an exchange, butif you have a product or at
(12:46):
best, yes if it is ananti- wrinkle cream that is what I
know or even an experience. Andso, not everything has to be very
expensive or very cheap. But youknow that, because I don' t
know definitely in the example that becausefive plus all, because it wasn'
t going to happen unless they offeredyou a bowl, then that always has
to analyze it very well, becauseif not then you can finish a little
how, because even angry with somebrand or I have also talked a lot
(13:11):
with some other influencers that has alsohappened with restaurants, which is the same
thing that they invite you and tellyou as ah well, because it is
an invitation I don' t knowwhat. Most of the time they treat
you super well, but sometimes ifthey have no experience, it can end
up being worse and sometimes they canalso invite an influencer and say as good.
Here' s the menuta. Idon' t know what and then,
maybe, you' re done withthe experience and I can put you
(13:33):
on coffee. Oh no, orI' ll charge you that one.
And so, obviously, as anyinfluencer or person will be able to pay
for their coffee. But it's like seeing or making the old experience.
You' re already inviting or notinviting, you know, because if
you don' t then neither publishwith so much pleasure nor do your content
well, then, that' swhy for each person, because they have
to have everything unified, but toknow how they will also speak to each
(13:58):
of the members of the team,for example, with those who work and
to the public, because if not, because all these small mistakes, because
they can give results that clearly affect, because then they are chained very big
and maybe, because the owner doesn' t know and the one who did
(14:20):
it was accurate, it is theintern or, it was the same owner,
but then he didn' t know. So, always have all these
points very very unified and very clearso that there are no mistakes. Of
course this you say I love it, because the truth is that look you
can also make exchanges about your productsto make some campaign with influencer only that
yes. It is very important thatif you are going to make an exchange,
(14:43):
you have to look for such excellenceexchanges, because, as Jase rightly
says, it can be counterproductive toyour brand. Not if you' ve
already managed to get any influencers intouch with you. If you want to
participate with your brand, it isvery important, because making you feel what
you value, not because you wantyour brand to be recommended by them.
(15:03):
Then you have to make them livethe best experience they can. That is,
I believe that a axis of themost important in the world of public
relations and we live it day byday, for example, with the media.
When we deal with means, becauseyou have to make them be and
that they become alive by your productor by the service that you are offering
(15:26):
them, because, then, youreally have to consent to them a lot.
Jace. You' ve made millionsof trips with no means and I
' d like you to tell thema little bit. How is a weekend,
for example, or a day withmedia not, and how also how
it is different in Mexico and Spain. Yes, well, the truth is
(15:48):
that, for example, in MexicoI worked with a Sabat Umeration group and
they were doing that was just likea client of The Real State, but
then they wanted us to also makea trip to New York and I don
' t know what. So,to organize everything from the beginning so that
(16:08):
the media knew how all the spotsthey wanted to sell at that time and
to know that sometimes also just asmuch as you take to a medium or
an influencer, to a trip ofyour brand, because you can' t
be either, despite all that everythingis paying for the brand, because you
(16:29):
can' t be muddy all thetime either. Advertising you know, that
' s like the important thing,because it' s just doing it,
so let' s say class,so that the whole experience will enjoy it
so that that journalist or special guestwill end up in love, but alone
with this same strategy that you carry, because then, if all the time
(16:53):
you don' t know it justlike burdening, then in the end it
won' t work out. Infact, for example, last summer we
also made two houses in Barcelona andone in Marbella, which were spectacular houses,
giants, that is, with alot of luxury and special tasting rooms.
(17:15):
And that is to say, butstill, the same journalists that we
had with us said well, becausewe are in Marbella, they are already
here in this house. But todaywe take them to dinner in the wild
in a restaurant that is fashionable thatthey also sort of clear to say.
Okay, well, not all thetime they put me on. I mean,
Ron Ron Ron, you know,it' s like giving everybody the
(17:41):
space, and people, because inthe end they have fun because they'
re finally going to work, butthank you and it' s not almost
that you hear we' re goingto have breakfast. And I' ll
give you a rum, you know? Because there are many brands that sometimes
also when they don' t analyzeit, because they say ah well it
is paying the whole role Matusolemos thento put rum up to the ears and
(18:04):
even you know that, because thatI think they take a great horror on
many marks. And of the importantthing always, because it is to take
care of that exact value, Andit is very important that the treatment is
organic and above all, authentic,not that they really care to attend to
the people, to their guests.This is also a lot of networking And,
(18:26):
well, right now, we're talking about big brands, but,
for example, in the example thatclicked on creams, you can'
t maybe make an afternoon with yourfriends or some influencers friends, because they
can also invite. Maybe I don' t know micronferencers that go from a
thousand followers to a hundred thousand followersdo some meeting, maybe at home.
(18:48):
Let us not imagine, in theexample of creams, if you do not
have a place, where to sell, because you can make in the room
of your house an afternoon of teaI can think to try the creams and
that your friends start to share andpromote it. Obviously, this in order
for you to know your products andthat you have already done a like everything,
(19:12):
a project of why you would dothat event. Something very important here
is that we are not going tobe doing events and events just because we
do not have to have our financesclear and know what we want to achieve,
something that in the public relations world. You should always take care of
yourself, because above all it's the budget and see what you'
(19:36):
re going to get. In return, sure, I made myself totally clear,
so that it didn' t getout of hand or that sometimes,
because you could just as well,maybe make an alliance. No and say
like ah well, for if Iput the creams, you put, the
coplicts or you put no. Andthen, you too are absolutely right as
(19:56):
you are doing. You always haveto try to reach the right target,
but sometimes, maybe, these meetingsor these small events that are well thought
out, because yes, they canalso help you with the people who surround
you with their mouths and then,because also surely when the company grows more
(20:18):
and so, JGRSS. Logically,also to influencers or to means much more
top not. But, well,everything has an exact start. Everything is
a cycle and we have to startbuilding our brand. Brands aren' t
built overnight, that is, theytake a lot of time. You have
(20:38):
to go doing creative things, designour communication plans, design how we want
people to find us and be supercreative. Or here you have to be
super creative. And this thing youmention Jase is very important. The issue
of alliances does not matter that theyare a small brand for this same example
of creams. You could do itwith a tea brand or some tea somelier
(21:03):
you can create as your own networkso that between the two or between various
brands are promoted among each other.Maybe they can' t make a Gibway
between various brands that same day.The joke is that you guys are developing
all these business units, this wholeportfolio of everything you can do with your
own brand. And here another veryinteresting topic is the issue of sponsorships,
(21:27):
because we, when we do,for example, some launch, can find
sponsors. Sometimes I feel like we' re afraid to talk to that big
sponsor. And I' m goingto give you an example here of when,
many years ago, when I had, in the two thousand nine,
a brand of swimsuits and that Iwas a designer of that brand, I
(21:48):
was able to get sponsorships like coke, like Kialls, as I don'
t know real, sponsorships that thetruth were giant brands. What' s
more, I remember we even gota few flights to Air France, to
go to Paris for a fashion Wick. Then the truth is, you can.
We have to create a certain structureand, above all, have confidence
(22:11):
in our projects and plan it,No, Juan, because we do have
to plan annually, especially in ourpublic relations plan. And I wanted to
talk about this because today people arevery obsessed with social media and I think
they neglect this part of this worldof public relations, that the truth is
(22:33):
that it can bring you a lot. And here, Juan Carlos, I
would love you to give us someexample, without saying names or anything more
or less an influencer, how muchit is charging, that is to say
without exchange you of what you haveseen, how much they charge for some
campaign, those who charge the leastand those who charge the most, because
look here too. I believe thatlike everything in life, that is,
(22:56):
depending on the followers, yes,there can already be influencers, that is,
I do know at least one millionat best only for one pal because
yes, they can charge you upto five thousand dollars putting it in dollars
so that those who listen to usin Europe, or in Mexico, because
(23:18):
they have it as the number toput neither weights nor euros. But yes,
more or less if we put itin dollars, for example. Yes,
it could be that, but there' s always what we' ve
talked about now, that is,depending on whether they ask you, because
(23:41):
it' s not the same thingthey' re getting you. Hey I
invite you also not to be toa luxury hotel in incredible Maya riviera,
that yes, I want you togo up and then you already get the
trip and also pay you, becausethere is even more that give you a
super trip, to super experience,when you already have so many seiders.
Besides, they have to pay you. But maybe also, if they tell
you listen, I want to,because I don' t know that same
(24:02):
posting is not going to give youany more or anything, and I just
want you to go up, becausea soda of mine, for example,
then maybe you can charge double?You know then maybe you can charge up
to ten zero and with the wordsthat micro influencers between then ten thousand and
one hundred thousand followers, because theretoo I think it will always be the
game, depending on how long youtake to do it, to create your
(24:25):
content. I have done many campaigns, for example with Mitsuishi, because sometimes
I also worked with quite large influencerswho also had so five hundred thousand followers
or four six thousand and maybe alsoif it was a story, because they
could also charge you a thousand dollarsor two thousand for just one story,
but also because you already had thatif they had a very good reach and
(24:48):
also the type of followers they have. So there is, like, a
lot of change and I tell yousometimes it is, because something that,
maybe it' s a brand thatyou like very much and because it doesn
' t have budget either, butthat works for you that. That'
s why I think it' salways the click and what you have to
(25:10):
look for every pr to start withor every company if you don' t
have a communication agency yet, becauseyou get to the right target. I
don' t know, for example, I' m making up croquettes now.
I mean, I can tell youto lead ferrag and maybe raise it
and pay him thousands and thousands ofdollars. But maybe he doesn' t
like dogs. I' m makingit up, because then he' s
(25:33):
not going to charge a lot.And if I talk to some influencer,
I don' t know how MontserratOlder, because maybe it says to then
of course I charge less and notfor anything like that, but maybe,
if you know, call the animals, the dogs. So, then,
you can play a little bit,with a stock, with a foundation and
you have to kind of turn itaround, because to save, of course,
(25:56):
it' s not what all brandsand all companies want exactly. Dear
Juan, I love your tips andwell, I don' t know if
you want to add anything else tothis episode so that our entrepreneurs have an
interest in public relations. Nothing,because follow me on my social networks also
(26:18):
in my instagram potac raba Ja Valladolidand well, there surely also later you
can see a little of the eventsthat I do here, of the campaigns
that I do here in Mexico,of the or restaurants to which I go
in the hotels to which I gofrom the trips that I do, and
because there is also surely that thenyou see some tips or ideas or something
(26:40):
that can work for you exactly.And besides, Juan Carlos works between Mexico
and Spain, because if you wantto contact him it is an excellent pir
And good Juan Carlos, because Iwas very happy to greet you. Thank
you for sharing all this data withus. The truth is a long-
awaited episode. The issue of publicrelations is not neglected in their campaigns and
Mirketing strategies. This is one moreepisode of model remover plane and we'
(27:06):
ll see you in the next episodeBye Wane my By. This is silent
plane removal and I' m JosCarvajal looking for us on social networks like
kite- mode plane or how JoeCarvajal see you in the next episode
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