Episode description

In this episode, we’ll be talking to Sean Frank the CEO of Ridge, and how he worked alongside a wide range of influencers and used the pay-for-post model with creators to scale Ridge to a nine-figure brand.

• [01:27]: Introduction to Ridge
• [02:17]: Joining Ridge
• [03:39]: Agency Brand Dichotomy
• [05:41]: Importance of working for an agency when starting up
• [06:44]: Working with agencies at Ridge
• [08:13]: Marketing budget of a 100-million-dollar brand
• [09:51]: Percentage of marketing budget spent on influencer
• [10:39]: How Ridge spends its influencer marketing budget on influencers
• [12:16]: Team Dynamics
• [14:03]: Reasons why influencer is Sean's favorite channel of marketing
• [15:42]: Gaining influencers’ trust
• [17:15]: Sean vs Cody. Who’s right? (Seeding vs Pay for Post
• [19:43]: Leaning towards YouTube on pay-for-post ads
• [22:40]: Losing money on pay for post
• [23:18]: Importance of user-generated content (UGC)
• [25:23]: Benefits of paying for post despite half the bids losing money
• [26:45]: Number of creators Ridge has worked with long-term
• [28:23]: Expanding into different products launches with community
• [30:51]: Drawback of having consistent influencers to work with
• [32:59]: People getting started with influencers but concerned about ROI
• [34:29]: Word of mouth
• [36:07]: Working with Macro Talent
• [38:54]: Advice for a 10-million-dollar brand starting out with influencer marketing
• [40:48]: Inherent risk of marketing.

Cody Wittick: Twitter‍

Sean Frank: Twitter

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