The Influencer and the Fisherman

<p>Marketing is not just one quick trick or campaign. But marketing isn’t hard either, you just need to develop the understanding and skills.</p> <p><span style="text-decoration: underline;"><strong>Podacst Transcript</strong></span></p> <p>What started as just another normal morning.</p> <p>Sitting at the café doing some writing when the owner came up asking for advice.</p> <p>An Instagram Influencer who I happened to know, had offered to promote this café in a post or two for $500.</p> <p>What did I think?</p> <p>To be honest my immediate thoughts were two:</p> <ul> <li>These suckers still exist, and</li> <li>Got to hand it to that girl she is really “ballsy” to keep asking.</li> </ul> <p>I am no longer as unfiltered as I once might have been and I actually love this coffee shop, so I opted to use some discretion.</p> <p>The café business as I know it (at least pre COVID), runs a third product, a third overheads and a third profit. To liberate $500 for a dopamine hit of influence means $1500 in revenue. I am a good customer and I spend $13.60 daily on breakfast, so he would need 110 hits of new blood to simply breakeven.</p> <p>Did he honestly think that there would be 110 losers so hooked on this influencers Instagram feed, bereft of a place for a coffee, that they would flock to his joint come hell or high water?</p> <p>Sadly, when it comes to marketing, sensible and successful business folk can be oh so blind.</p> <p>Now to the fisherman…</p> <p>Later, I went for a walk and in the usual spot was Pedro (as I like to call him), the fisherman.  He is there every day and generally in the same spot and always seems to be catching fish.</p> <p>Strange occurrences today because in a panic he stopped me and asked whether I would watch his stuff whilst he chased a pelican that had stolen his trove of baited lures and hooks.</p> <p>Lucky today I had donned my good Samaritan suit.</p> <p>When he got back, he offered me my pick of the fish. I’m not a fish eater so declined, however during our quick conversation I gleane