Episode #507: Navigating HALO Sector Public Relations-From Reebok to Juicing with Nancy Trent

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I am super excited to announce that we now have a formal partnership

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with the prospect wizard. And when I say wizard, I

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mean wizard. Obviously, you have a website. This allows

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you to convert your website traffic visitors directly

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into leads. It's not just another chatbot, and it's not AI,

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but it allows a visitor to call, text, or leave a voice

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mail, immediately goes to you, your sales team, or anyone else in the club

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instantly. MIT shows a study that if you contact the lead within

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10 minutes, chance of them converting goes up 9 times

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that of the average. We got the Atlanta Clubs on it, Pete

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Fitness, Gold's Gym, Mountainside, City Fitness

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Philly, College Park, Become 1 of the

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next halo companies to deploy the wizard. It's easy to

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use. Go to the prospectwizard.com. Get a free

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30 day trial. Talk to my boy, Dave Gallon. He will get you all set

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up and let the leads flow based on the

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wizard. Go get them.

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This is Pete Moore on HALO Talks NYC. I have the pleasure of

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bringing a fellow New Yorker and lifelong health

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advocate and evangelist and halo

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ambassador, Nancy Trent, to the podcast. She is

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going to give us a crash course on the new age of PR,

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talk about how the media mixes have changed, but how getting your

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message across to consumers is the most

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important and authentic way to build your business. Nancy, welcome to the

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show. Thanks for having me, Pete. Awesome. So,

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you have the same birthday as our, as our blessed,

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executive producer, Dave Ganolin. So we will, we will hold you in the

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highest, astrological, form of

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order. You've been in New York your entire life and been

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dedicated to helping people build business in the fitness

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industry, back in the day that people might remember, you know,

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Reebok and and the Step was probably 1 of the most important

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movements, you know, the industry has seen. So give us a

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quick background on, you know, what brought you to the space, what's kept you in

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this sector, and and then we're gonna talk about some of the things that you

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give people guidance on, get them to the next level, and then some of the

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articles that you're gonna publish for us. Yeah. Yeah. Well,

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I when people ask me how I got into this, I could start when I

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was a kid. My dad was a very, very early health maniac, and I think

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that's what created the passion. And I could go into that for hours

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and but but probably what people would be more interested in is

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why we why I started the first wellness

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PR firm. And trust me, 30 years ago, wellness

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wasn't a thing. It wasn't even a word. So when I said

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healthy products, people just assumed I lived on

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granola, and, I didn't shave under my arms or my legs. You know? Like, that

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That's true. People thought was health, which is really, really crazy.

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And the reason I got into it was, as an

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incentive for a PR firm that I was working for, they gave me a pharmaceutical

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account. And, in the first meeting, in the get to know

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you meeting, the it was revealed that the product really

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didn't do anything. And even worse than that, it had side effects.

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And when I said to my boss, like, what what are we doing?

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He said to me, hey. Listen. We don't get to pick our our clients. And

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I'm like, are you I can't talk. You know, I'm not gonna represent

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something that isn't good for people and has side effects. And,

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2 days later, I was I started my own PR firm.

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Gotcha. So, you know, how did you get involved with Reebok

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originally? Did they come to you? Did you find them as you were looking for

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more efficacy in, in in your client selection?

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It's interesting you asked. The, the day after I

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started my own PR firm, there was a market crash.

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And so, there were 2 gyms that I know of in New York

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City. 1 of them was Molly Fox Fitness, and the other was Jeff

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Martin. And, Molly, I I was going

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to Molly Fox and having plenty of time to work out. And,

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very early on in the history of our agency, I said to

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her, wow. You know, this is amazing. I wish we could get more people

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to exercise. And by noon that, that

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day I had a signed contract and the rest is history. And,

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we worked for, we worked for the Reebok step. And at

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that time, getting into the women's magazines, getting into

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the national TV shows was very difficult because they weren't writing about

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wellness. So what we had to do, which is what you

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always have to do in PR, is figure out how you can make this

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message of the benefits of exercising with a Reebok

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step fit into what people were talking about. Let me let me

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ask you a question because, you know, the term PR and, you

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know, SEO optimization and, you know Yeah.

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You know, content that you're gonna put on TikTok or, you know, Instagram, you

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know, what have you. I feel like, you know, there's maybe a loss for

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understanding, like, we need APRA PR

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agency to basically, like, drive our brand maybe

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into traditional and nontraditional or old distribution

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channels. So how do you kinda answer the question of,

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you know, how do I spend my money as as a client,

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and what am I getting? You know? And what's the difference between advertising

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and PR, or is there not a difference? Because I think it's a Yeah. You

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gotta unravel that. Really complex. Well, the difference between

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advertising and PR, we can answer that with the 3 b's.

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So we all think we know what advertising is, and you pay for that. When

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you see an ad in a magazine or you Pete, a

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digital ad or you see an ad on television, you know that

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people pay for it. When you're reading something in an article or

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you're seeing somebody interviewed on interviewed on Good Morning America or

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Entertainment Tonight or, you know, you don't you don't

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know that there are people who are trying to make that happen.

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Nobody's getting paid. You're not supposed to be getting paid, and that is 1 of

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the problems that's going on today with media. So,

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because you're not paying for advertising,

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publicity is a lot cheaper. I can try and get the

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same client who couldn't even afford an ad

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in on Good Morning America. On Good Morning America, The Today

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Show, Entertainment Tonight, you know, The Women's Magazine,

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Sports Illustrated, Wall Street Journal. We can get them in lots of different

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places. So PR costs a lot less. So the first Pete is

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budget. The second thing is we know

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when we see an ad that it is an ad, and people are

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more skeptical about ads than ever before. So if you see an

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ad, you know, unless you're a brand that everybody already knows,

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so the ad is just, you know, increasing awareness, you know,

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just skip making it getting it into people's heads more. That's 1 thing. But if

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they don't know what it is, it's very, very hard. Mhmm. So first Pete is

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budget. The second is is, is believability,

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that you believe what you're reading. And the third thing is buzz. Once

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people start seeing the articles coming out and the celebrities

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and the athletes and everybody talking about the brand, everybody

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wants to be involved with you. So there's more opportunities for

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all kinds of things, you know, all kinds of collaborations. So so, you know,

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1 of the things that you know, everybody wants an ROI on everything. Right? What's

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what's my return on investment on this, you know, corporate wellness program? What's my

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return on investment in my, you know, sales engine or what what have

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you? Yeah. You know, I'm I'm assuming that a lot of what you've combated over

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the last 30 years is like, look. I can't quantify everything, but I can

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quantify, you know, that that there's, you know, a certain amount

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of metrics or, like, the certain amount of sales that that you're generating. I I

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can't just point to it, but I guess point at it. Great question,

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Pete. So what we have to do is when it's

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not that, oh, look. You know, the article came out. The TV segment came out.

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It's what you do with it. You know, we use the national publicity to get

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more local publicity. We use the traditional media

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to give more credibility to social media. You you use the

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numbers to get that. So you have to have a very, very clear

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plan. But, you know, when you think about it, it's not the

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article. It's how you use the article and reuse the article.

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And the truth is you could use them forever. I mean, the fact that I

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was in vogue, it it you know, I talk about that all the

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time, and that was, you know, a while ago. So there you have it.

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Yeah. It's funny. On my, on my LinkedIn feed today, I had a,

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a 6 minute video of, Steve Jobs talking about the, the think

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differently or think different, campaign where he had you

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know, these are all the, the icons that, you know, didn't didn't

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have access to an Apple. But if if Apple was around when they were around,

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they would have been an Apple, you know, user, you know, from

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Gandhi to Einstein to, you know, some some of

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the, some of the thing you know, MLK thing things like

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that. And he said, like, like You know, Steve, if I'm not mistaken, it was

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Steve Jobs who said that, any

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brand can get can get well known by people. If if the

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brand is if the product is really, really good, people are gonna find it, but

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it may take 30 years. And who in this day and age has 30 years

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for anything?

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This is Pete Moore. I wanna let you in on a little secret. There's this

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company called Promotion Vault, and what they do is they give out rewards from

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retailers that allow you to incentivize your

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members without having to do 0 down and 1 month

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free or giving away shakes or giving away t shirts. What

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you wanna do is build a rewards program that lasts, that

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people value, and that doesn't discount your own products and services.

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So here's the deal. There's something called rewards vault. The rewards

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vault is going to allow a member to set up their own profile.

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They are going to answer questions. You are gonna get those answers. You're gonna be

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able to target those members, and you're gonna reward them inside your

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club, inside your spa, and outside of the club and

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outside of the spa to get them to become loyal, to get them

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to pay their monthly dues, and to be rewarded

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properly for the actions. A lot of companies are cutting back on rewards.

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You shouldn't be. Promotion Vault's your answer. Trust me. This is

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real.

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You know, as as you take a look at brands in the fitness industry,

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you know, in the in the broader halo sector, you know, there's

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definitely a call to action. And if you see, like, a Planet Fitness ad that's

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all about, you know, price, and it's all about, like, you know, this offer expires

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end of the month. When when you see ads related to, you

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know, supplements and and and gummy bears, you know, you say, okay. You know,

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like, okay. This is gonna, like, package up what you need,

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as quickly as possible, you know, and maybe in the the most cost effective

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way. So what what strategies do you help people

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deploy? Or when you have someone come in and say, look. This is what I

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think you mean to say and what you should be saying,

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or maybe, like, change the narrative. Yeah. Well, it isn't

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really, you have to know what you

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wanna say, but you more important, you have to understand what people

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can hear. Like, you may wanna say a lot of things, but if people

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can't hear it, forget it. It it doesn't you really

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have to understand what people can hear and come up with a way that

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they can say it. And different types of consumers have

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different ways of of accepting information. So you have to feel

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you know, you have to know who your target is and be really clear

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and, and also be able to test things because and that's 1

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of the benefits of PR. If you have an ad campaign,

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it's very expensive to test things. When you have a PR campaign,

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you know, you could that's 1 of the great things. You could test it and

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get a very quick answer to how people are responding and

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move. And then you have to know you have to have the humility. Like,

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it isn't working. Well, don't blame it on the other people. Think about what you

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have to do to change what it is that you're saying. Gotcha. And is there

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I'm going a little bit off script Pete, but, you know, is there a percentage

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of an ad budget that should be devoted towards a PR budget? Know, is there

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a percentage of an ad budget that should be devoted towards a PR budget?

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And and do you have to educate people on what mix that is? Yeah. I

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think a PR budget should proceed an ad budget because

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PR is far less expensive than advertising. And

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PR will give you the credibility and reputation

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that any brand needs. You know, it it's really, really

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important. And then it depends on what kind of marketing budget you

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have because for for lots of different reasons. There's

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lots of different variables. But in our category specifically,

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credibility is really important. People have to be able to trust it. You know,

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this is our health. We use the wrong equipment. We could hurt ourselves.

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Hurt ourselves. We've gotta make sure that there's credibility. People

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really care about that, and you don't get that from advertising. You get that

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PR. And, I I have to tell you,

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another little secret that people are not privy to yet

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is that there's all kinds of research that shows that,

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if you include a snippet from an article, it

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increases the engagement to the ad by a 1000%.

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So you, you know, you may be able to,

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reevaluate your marketing budget by using more of

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the publicity in your advertising to

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to make your business far more profitable. Got it.

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Well, 1 of the questions we we wanted to talk to you about is, you

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know, whether having a PR agency on, you know,

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retainer for, you know, any kind of crisis management or, you know,

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damage to their their reputation. We've seen several things happen. You

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know? Since COVID, there was a there was a big, you know,

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tweet by the, by the founder of CrossFit that that

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caused, you know, a significant amount of chaos. There was f 45 that went

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public, and then now is, you know, trading as a as a

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penny stock. Exponential's had some some

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SEC issues, that have that have just sprung up.

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Couple groups have gone through bankruptcy. So how do you kinda get ahead of

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that? And, you know, when people call you and they've already been in the news,

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is that, like, a day too Pete, or is that, look, you know, I'm here

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to kinda try and help you put out a fire? We're we're always

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there to try and put out a fire, and, generally, it is a day too

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late because look. I'm a Girl Scout. You know? And I

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believe in being prepared. You should not be thinking about dealing

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with crisis management when the crisis happens. You should have

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some kind of program in place just in case. And the way that

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you do that is you build up goodwill, and then you, you know,

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try to utilize that when when you've made a mistake.

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So, be prepared because it could happen at

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any time, And it could be your fault, may not be your fault,

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but you need to be prepared, and that's in every level of

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the marketing. Is it just just talk about, like, Fortune 1,

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000 companies. Do they have, you know, PR PR firms,

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like, on the ready for, you know, like, plan b?

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How does that work? Obviously, we don't in this industry. I'm

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sure that they do. And if they didn't if they don't, they should.

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And, there may be examples of why they learned just a moment

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too late why they should have. You know, mistakes won't

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happen. Mistakes happen, but they won't happen as readily, and you

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may not be as unprepared if you're prepared ahead of time.

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Gotcha. So what are some maybe without naming names, you know, what are some of

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the best success stories that that you could,

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give to us here, you know, whether it's, you know, coming out of COVID or

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whether it's current Square someone's building a new business, and they

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basically said, hey. I'm gonna go your way. I'm not gonna go, you know, with

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trying to build a brand for, you know, 20 to $40, 000, 000 that's gonna

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take to, you know, get people to know who I am. It shouldn't it

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shouldn't take, you know, it shouldn't take 20 to $40, 000, 000 to

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build a brand. You know? But, we have a

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you you really you'd be hard pressed to

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name a mainstream wellness brand wellness trend that we

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haven't had our fingers in in some way, shape, or form. I mean, I

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think about 1 of the first things we, we did PR for the Juice

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Man juicer. At that time, nobody was juicing.

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It was creepy. In fact, the way that we

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got, people to actually talk about juicing

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was, the doctors on the East Coast would tell their

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patients, hey. Listen. The the medicine isn't working, but we heard about some

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really crazy nuts in California that are getting good results with

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juicing. Maybe you should try it. And we were

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hired to do the press. And, what we did

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was we you know, I I thought to myself, we have to get in the

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media, and what I was saying to you, you have to talk about what people

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wanna talk about. So we worked with the,

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all of the, health editors, and we said, if there

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is any article you're writing about, any, you know, well, you

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know, health crisis, you know, with whether people have headaches, they're depressed,

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they have stomachache, whatever the problem is, tell me what it is. And as

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a dumb little sidebar, that's a little call out in the

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in the article. Tell me about it, and I'll give you a juice recipe.

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It'll be a really funny joke. Nobody will think it's real. Talks it very

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seriously. The other strategy we used

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was, we went to upcoming chefs, and we

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said, look. Here's a juicer. I will give this to

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you, and you can use it. But when I tell you I need a recipe,

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And so we And so we had food articles coming

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out. We had, we had health articles coming

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out, and 1 thing led to the other.

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And, you know, you you you have to be creative. You have to tie in

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what you're doing to what people wanna do. So today,

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a lot of people are talking about wellness in lots of different ways. They're

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talking about beauty as wellness. They're, you know,

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wellness is is, staying in shape, getting enough sleep.

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We've gotta figure out what the product does for

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what people wanna hear about. When when you take a look at the

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current players in the the fitness studio space,

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yeah, I'm a big SoulCycle advocate and and and participant there.

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I've done over, you know, 600 Soul Cycles. We've done over

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500 podcasts. If I was doing them on a Soul Cycle bike, that

305
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would even be better, but I didn't. Those would be done separately.

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From a standpoint of that brand as an example, you know, it it

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kinda caught fire and then didn't really need, you

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know, traditional advertising. It was more about word-of-mouth and probably

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their own PR and maybe that PR. PR. Yeah. Yep.

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You know, to keep a brand like that relevant and alive,

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you know, during COVID, obviously, all the studios were closed. So, you know, you have

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to kind of reinvent yourself and have almost like a a grand reopening.

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I'd say right now, some of the Pilates concepts, whether it's cup Pilates

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or solid core, are trending up, and people are getting a great

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workout. A lot of the workouts with with Soul Cycle, I get

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it it it it meets a lot of my needs from a musical

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standpoint, from a fitness standpoint, from, like, a spiritual standpoint.

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What what are some of the techniques that you kinda use to say, look.

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There's a lot that this that this could do for people, but you gotta

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kinda boil it down to, like, 1 or 2 things, whether it's like this is,

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like, the most cost effective way to get results. This is, like, the best cult

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you could become a part of. How do you kind of help people dissect or,

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like, fine tune? Like, this is what you need to say, and here's, like, a

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script that Right. Right. Kinda shortens up what what you

325
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want them to know. Figuring out what you want them to say is

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a combination of you know, I Pete, I break it down. You're a you're a

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numbers guy, and I break it down to an equation. The equation is this.

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What the media needs, what influencers wanna talk about,

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what people wanna talk about, that's kind of a

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constant. What we wanna say about the

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brand, that's a constant. So to make a constant

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plus another constant equal another constant, there's a

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variable. That variable is what are we gonna say about the

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brand. So who are your target customers, and how

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are we gonna do it? What you know, and and how are we gonna get

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out to them? There's still a lot of local media out there. People say to

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me, people don't read magazines anymore. They don't read newspapers. I read,

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you know, this may be TMI, but I read 8 magazines before I get out

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of bed in the Moore, And I don't read them, you know, in a

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magazine form. I'm reading them from my phone. You know? Right. People

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are reading the same kind of traditional media that they always were, but

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in a different way. So if you have a local studio,

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why aren't you using local media? What's wrong with you? I mean,

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you know, if you have people there who, you know, are willing to talk

345
00:21:22,860 --> 00:21:26,220
about their workout, you should be using them. You should be

346
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collaborating with other businesses. You should be collaborating with the

347
00:21:30,034 --> 00:21:33,634
local celebrities. You know? And every and every

348
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area has them. There's no reason for a local

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studio to not be getting lots of press. You know, 1

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1 of the things I wanna probe you on here is that people come up

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with with these marketing messages. People come up with, you know, hey. We got

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this new PR firm. We're working with them. And and for some reason, it

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doesn't travel down to the front desk, doesn't travel down to, like,

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the sales managers. It doesn't travel down to the people on the floor.

355
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And and it's almost like a lack of scripting, and and, like,

356
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mandatory. Like, you represent my brand. So what is what's, like, the

357
00:22:07,115 --> 00:22:10,715
frontier of saying, like, look. If you're gonna hire me I'm saying this to a

358
00:22:10,786 --> 00:22:14,059
Square, company that we're invested in. Like, you

359
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if if you're gonna bring us on, you have to let us do certain things

360
00:22:17,419 --> 00:22:20,745
or else it's not gonna be effective. Yeah. Yeah. Absolutely.

361
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Well, we are very a lot of companies think marketing is

362
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over here and sales is over there. No.

363
00:22:28,760 --> 00:22:32,520
Are you kidding me? Marketing, it lives so that they could support

364
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sales. That's what it's all about. Right. So if the marketing team doesn't know

365
00:22:36,360 --> 00:22:39,945
what the sales team is doing, are you kidding me?

366
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And if if, think about it. When people are calling up

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after they see the article, after they see the TV segment, after they see the

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TikTok, after they see the YouTube, and they're calling up the,

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the gym and the front the the receptionist doesn't know

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what to be talking about. Why do we do all that for? So

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and and the the front desk people, everyone in the

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organization is gonna be excited when they have a PR firm. Hey. We're gonna be

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in the news. We're gonna be celebrities. Wow. This is

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so exciting. So you're losing the benefit of having a

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PR firm if you don't get everybody involved in it. And we say

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that right from the beginning. I mean, I literally get get

377
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on and say, listen. We want to tell your sales team

378
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how to develop a nose for news. I know that sounds corny as

379
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all heck, but you gotta do that to get people's

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attention so they realize, wait a second. If I hear

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about a if the salesperson hears about a story or the front desk

382
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person or a trainer or whatever customers hears

383
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about a tell it to the PR firm. There should be

384
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no obstacles. This is free. The the it

385
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it's alright. It's it's just fine as long as everybody knows

386
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what's going on. And we need some accountability so that there should

387
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be weekly reports, monthly reports. You know?

388
00:24:01,380 --> 00:24:04,875
This is all and every 3 months, look at what you're doing. Yeah. So are

389
00:24:04,875 --> 00:24:07,995
you are you reporting back whether that's like, hey. I've got you in this many

390
00:24:07,995 --> 00:24:11,534
articles, you know, this many Yahoo News, alerts?

391
00:24:12,240 --> 00:24:15,760
Yeah. Yeah. I mean, we do every single 1 of our our

392
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clients has celebrity endorsers, and we don't pay any of them.

393
00:24:19,405 --> 00:24:22,865
We're very big into getting influencers and helping influencers

394
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increase their platform. This is what we do. We have to we

395
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have to get if if we are not excited about what we do, how are

396
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we gonna get the company excited about what we do? So we've gotta

397
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share that excitement and share our enthusiasm. You know? And

398
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I I client after every week, we demand

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of our clients that we wanna have a meeting with you every week.

400
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Prior to the meeting, you get a written update. So no reason for it.

401
00:24:49,660 --> 00:24:53,180
Did you call that 1? Did you do the yeah. We did that. That's part

402
00:24:53,180 --> 00:24:56,825
of our job. The thing that is really important is we need

403
00:24:56,825 --> 00:25:00,665
that time to find out what's going on with other companies, what other things

404
00:25:00,665 --> 00:25:04,440
are you doing, what stories do you have. We have to, you know,

405
00:25:04,440 --> 00:25:07,799
create more vision, create more substance to to the

406
00:25:07,799 --> 00:25:11,615
story and keep it relevant, which is, you know, you were saying

407
00:25:11,615 --> 00:25:14,975
earlier. How do you keep I mean, to tell you the truth, I I worked

408
00:25:14,975 --> 00:25:18,310
for some of the first companies I ever worked for, but

409
00:25:18,770 --> 00:25:22,530
they they sold their company. They bought other ones. They hired us. They

410
00:25:22,530 --> 00:25:26,165
bought other ones. They hired us. I mean, that's what you have to keep relevant.

411
00:25:26,225 --> 00:25:30,065
You gotta keep your eyes open and constantly be thinking, how can I

412
00:25:30,065 --> 00:25:33,509
say this in a way that people are getting it? I'm willing to change my

413
00:25:33,509 --> 00:25:37,269
story. I'm going to cultivate my humility and realize, hey. You know

414
00:25:37,269 --> 00:25:41,045
what? That totally didn't work, but let's try this. You gotta be the 1 who

415
00:25:41,045 --> 00:25:42,425
keeps getting back up.

416
00:25:45,525 --> 00:25:49,065
This is Pete Moore. Here's the last tip for you of the podcast.

417
00:25:49,670 --> 00:25:53,290
We are partnered up with a company called Higher Dose. Higherdose.com.

418
00:25:54,470 --> 00:25:57,930
They are the leader in workout recovery products,

419
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infrared technology, LED light masks, neck

420
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enhancers, and other products such as Pete

421
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mats and sauna blankets. If you have not gotten

422
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on the workout recovery train yet, your time

423
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and your stop is now. You gotta get these products in there before

424
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these workout recovery and spas end up saturating your Moore.

425
00:26:21,305 --> 00:26:24,890
Having your members walk out of the club and going into 1 of their locations

426
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for $200 per month where they're paying 39 to

427
00:26:28,550 --> 00:26:32,345
you, let's become an expert in workout recovery if we

428
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are already an authority in workouts. Higher dose,

429
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check it out. There's a wholesale code, and we look

430
00:26:39,784 --> 00:26:43,270
forward to helping you augment your products and services

431
00:26:43,570 --> 00:26:47,410
to meet the demands of your members. And, hey, let's get people

432
00:26:47,410 --> 00:26:51,065
happy, healthy, and sweating, and the recovery should be

433
00:26:51,065 --> 00:26:52,365
just as good as the workout.

434
00:26:55,920 --> 00:26:58,400
1 comment you made before we got on to the mic here that I think

435
00:26:58,400 --> 00:27:02,160
was super interesting and important is you say, you know, every 6 months,

436
00:27:02,160 --> 00:27:05,825
1 of our clients gets acquired. So talk about, you know, whether you

437
00:27:05,825 --> 00:27:09,664
wanna use names or not. Use names to say, like like, that's the ultimate

438
00:27:09,664 --> 00:27:13,345
success story for being able to, 1, have a

439
00:27:13,345 --> 00:27:17,149
brand that's resonated to the point where somebody else wants to buy it, which we're

440
00:27:17,149 --> 00:27:20,110
in the m and a business, and there's way more people that wanna sell their

441
00:27:20,110 --> 00:27:23,805
companies than wanna actually buy a company. There's a lot of window shopping

442
00:27:23,805 --> 00:27:27,185
that always goes on, and only the best brands that have real

443
00:27:27,725 --> 00:27:31,300
foundational value given that most of what we do is in a

444
00:27:31,300 --> 00:27:35,140
commodity business in in the non Pete health and fitness

445
00:27:35,140 --> 00:27:38,340
industry or wellness industry. It's not it's not like the brand has

446
00:27:38,895 --> 00:27:42,015
somebody said to me 1 time as an aside, like, all this company has is

447
00:27:42,015 --> 00:27:45,855
a brand. I'm like, yeah. Well, that's probably the most important thing they do have.

448
00:27:45,855 --> 00:27:48,930
So you're not a good investor for this if you don't get that.

449
00:27:49,710 --> 00:27:53,150
So maybe you could say maybe you could just give AAA couple of,

450
00:27:53,784 --> 00:27:57,304
you know, bullet points on, like, how how much you feel good about knowing that,

451
00:27:57,304 --> 00:28:01,140
like, somebody actually paid for that brand that we helped build. Oh my gosh. I

452
00:28:01,220 --> 00:28:04,820
I feel really, you know, I I'm thinking of a lot of different companies right

453
00:28:04,820 --> 00:28:08,515
now. Very often, what happened the minute we start

454
00:28:08,835 --> 00:28:12,275
because of our track record, because we're getting so much traction in

455
00:28:12,275 --> 00:28:15,620
this, we are on a lot of investor watch lists.

456
00:28:16,020 --> 00:28:19,700
And often, people will start working with us. And in the first

457
00:28:19,700 --> 00:28:23,380
couple of months, people that they approached in the past, please buy my

458
00:28:23,380 --> 00:28:26,774
company, they had no interest, and now they're begging.

459
00:28:27,635 --> 00:28:31,315
When you think about it, I've heard all kinds of research about

460
00:28:31,315 --> 00:28:34,780
this too, that people go to look for a brand. What's a

461
00:28:34,780 --> 00:28:38,380
brand? It's being talked about in the media. It's being talked about by

462
00:28:38,380 --> 00:28:42,125
other influencers. It's it's it's what people are talking about. It's what's

463
00:28:42,125 --> 00:28:45,665
making the news. People are be are proud to be affiliated with that.

464
00:28:45,885 --> 00:28:49,470
So you've got to get media publicity, and you have to be,

465
00:28:49,549 --> 00:28:53,169
you know, sending it to investors, potential

466
00:28:53,390 --> 00:28:56,610
investors. And what investors tell us

467
00:28:56,990 --> 00:29:00,645
is, the thing there are many things that they look

468
00:29:00,645 --> 00:29:04,325
for. And Pete go and they say, I've got a really great

469
00:29:04,325 --> 00:29:07,840
idea. But the, the retailers

470
00:29:08,300 --> 00:29:12,060
are saying, well, you know, that may be a great idea, but what are

471
00:29:12,060 --> 00:29:15,855
you doing to get people in the store asking for your product? If you

472
00:29:15,855 --> 00:29:19,535
are not doing something that when somebody goes into a gym and says,

473
00:29:19,535 --> 00:29:22,895
wait, you don't have that equipment? Oh, darn. I gotta go. I wanna go next

474
00:29:22,895 --> 00:29:26,360
door because they do. You you gotta get people to want the

475
00:29:26,360 --> 00:29:30,200
brand, and that's publicity. And that's publicity that you're

476
00:29:30,200 --> 00:29:33,825
not only getting the press, but you're using it to amplifying

477
00:29:33,965 --> 00:29:37,745
it by giving it, you know, national to local, traditional

478
00:29:38,125 --> 00:29:41,630
to social, using social media to get more traditional

479
00:29:41,690 --> 00:29:43,630
media. Recycle. Reuse. Just keep moving forward. I think I hope I'm answering your question.

480
00:29:43,630 --> 00:29:43,850
No. I think it's I think that's great. And and it yeah. It's great. And

481
00:29:43,850 --> 00:29:47,685
and, look, Square and

482
00:29:47,685 --> 00:29:48,118
it yeah. It's great. And and, look, we could probably talk for I know we

483
00:29:48,118 --> 00:29:50,135
could talk for hours, but, you know, in in closing here, we're

484
00:29:55,620 --> 00:29:59,460
gonna have 5 articles that you're gonna publish for us that's gonna drip

485
00:29:59,460 --> 00:30:03,220
off after this podcast so people understand what value you bring to the

486
00:30:03,220 --> 00:30:06,795
table and how you kinda see through a lot of the noise on the PR

487
00:30:06,795 --> 00:30:10,475
and marketing side. Another thing that I just wanna mention, as as companies

488
00:30:10,475 --> 00:30:14,090
grow and you get this flywheel right between your PR, your

489
00:30:14,090 --> 00:30:17,769
stats, your momentum, you know, people come to us and say, like, I

490
00:30:17,769 --> 00:30:21,289
wanna get a growth equity multiple. And the only way to get a growth equity

491
00:30:21,289 --> 00:30:24,655
multiple is if you have these trends that are starting to

492
00:30:24,655 --> 00:30:28,095
grow exponentially to the point where people are willing to pay

493
00:30:28,095 --> 00:30:31,775
you for what that growth trajectory actually looks like on a on a

494
00:30:31,775 --> 00:30:35,390
bar chart or on a line chart, and they're willing to pay up because they

495
00:30:35,390 --> 00:30:39,230
could see where the future is versus going into a market

496
00:30:39,230 --> 00:30:42,804
and trying to sell your business on any kind of slippery slope. You know,

497
00:30:42,804 --> 00:30:46,565
someone's gonna say, when does this end? And it usually ends up in

498
00:30:46,565 --> 00:30:50,325
no deal because the bid ask is always gonna be different between what you're willing

499
00:30:50,325 --> 00:30:54,170
to accept and what somebody thinks they can potentially pay.

500
00:30:54,950 --> 00:30:58,710
So anytime you want AAA multiple expansion, you better have

501
00:30:58,710 --> 00:31:02,525
all these things in place so that the flywheel and the people and the machine

502
00:31:02,525 --> 00:31:05,965
is kinda engineered, you know, to to manufacture those results.

503
00:31:05,965 --> 00:31:09,725
So, Nancy, it was great having you give some high levels. And and, Pete, I

504
00:31:09,725 --> 00:31:12,970
I just I love what you say, and I love all the brands that you're

505
00:31:12,970 --> 00:31:16,510
helping and the people you're helping. A lot of friends of mine.

506
00:31:16,970 --> 00:31:20,675
And it's not only figuring out what the trends are.

507
00:31:20,815 --> 00:31:24,355
You've gotta as a marketer, you've gotta create the trends.

508
00:31:24,975 --> 00:31:28,800
So, you know, you're you're doing what the mainstream wants,

509
00:31:28,800 --> 00:31:31,920
and you're thinking of what the people ahead of the curve are doing. So you

510
00:31:31,920 --> 00:31:35,680
gotta be in all places. Yeah. So thank And and as you said, I think,

511
00:31:35,680 --> 00:31:39,205
you know, the the the main thing is, like, there's gotta be an authenticity, and

512
00:31:39,205 --> 00:31:43,044
there's gotta be a benefit to to your product and service. And you gotta

513
00:31:43,044 --> 00:31:46,639
figure out how you're gonna tell that story. So get in touch with Nancy. Thanks

514
00:31:46,639 --> 00:31:49,700
for coming on. I think these are great, you know, little, you know,

515
00:31:50,320 --> 00:31:54,100
tidbits of, like, here's how you get to the success story that you want,

516
00:31:54,325 --> 00:31:57,945
and you need people like you with the experience to help you get Yeah. Yeah.

517
00:31:58,005 --> 00:32:01,525
You know, we have we have offices in New York. We have offices in

518
00:32:01,525 --> 00:32:05,370
California. We're all about healthy lifestyle.

519
00:32:06,070 --> 00:32:09,485
And, what healthy lifestyle is means is

520
00:32:09,565 --> 00:32:13,345
expanding all the time. So there's a lots of different ways to grow your business.

521
00:32:14,045 --> 00:32:17,565
Go halo or go home. Thanks for being on. Talk to you

522
00:32:17,565 --> 00:32:20,210
soon. Thank you. You got it.