Blogapalooza - Fireside Chat

Summary

In this interview, Bernie of Pwani Foundation talks with Ace Gapos, CEO of Bloga Paloa, a pioneering influencer marketing company in the Philippines. Ace shares insights on the nascent influencer market in 2015, the evolution to a thriving industry by 2024, and the importance of understanding and innovating around customer needs. She discusses the launch of Creator merchandise to support influencers beyond their fame cycle and emphasizes the value of working with key influencers to create demand for businesses.

Takeaways

• 🚀 **Early Market Entry**: Bloga Paloa entered a market with new digital needs, not entirely new but with a shift towards digital advertising.
• 🌟 **Growth of Influencer Marketing**: The industry has grown exponentially since Bloga Paloa's inception, with influencer marketing becoming a significant part of digital marketing.
• 🆚 **Competition**: With growth, competition has increased, which Bloga Paloa sees as a positive force driving them to provide more value.
• 📈 **Market Education**: One of the initial challenges was educating the market about the concept and value of influencer marketing.
• 💰 **Pricing Influencer Work**: There's an ongoing challenge in putting a commercial value on influencer work, which was traditionally uncompensated.
• 🔗 **Dual Customer Focus**: Bloga Paloa serves two types of customers: businesses seeking digital marketing and influencers/creators looking to monetize their work.
• 👕 **Creator Merchandise**: A recent business unit focuses on creator merchandise to provide a lasting revenue stream for influencers beyond their peak fame.
• 🛠️ **Supporting the Backend**: Bloga Paloa supports the logistical backend of merchandise creation, allowing creators to focus on their content and audience.
• 💡 **Innovation Strategy**: Innovation should stem from a deep understanding or 'genius' of the field to ensure relevance and effectiveness.
• 📚 **Market Understanding**: Bloga Paloa's innovation is rooted in a deep understanding of the needs of both brands and content creators.
• 📈 **Creating Demand**: To create demand, work with influential people in the target field to leverage their influence and credibility.

Q & A

What was the influencer marketing landscape like when Bloga Paloa started in 2015?

When Bloga Paloa started in 2015, influencer marketing was not as established as it is today. It was a time when businesses were beginning to embrace digital marketing, and there were new needs in the market that Bloga Paloa aimed to address. The industry was not entirely new, but it was evolving with the rise of digital advertising.

How has the growth of influencer marketing impacted Bloga Paloa?

The growth of influencer marketing has been significant since Bloga Paloa's inception, with the industry expanding exponentially over the years. This growth has been beneficial for Bloga Paloa as it has allowed the company to enjoy the industry's expansion and adapt to the increasing demand for influencer marketing services.

What were Bloga Paloa's main challenges when it first started?

One of the main challenges Bloga Paloa faced when it started was educating the market about influencer marketing. There was a need to inform people about the concept and value of working with influencers, as it was a relatively new field at the time.

How does Bloga Paloa define its customer profiles?

Bloga Paloa serves two types of customers: businesses and brands that use digital marketing for their advertising needs, and the community of influencers and content creators who are looking to monetize their online presence.

Can you describe Bloga Paloa's approach to a recent marketing campaign?

Bloga Paloa recently launched a business unit focused on creator merchandise. The idea is to help influencers capitalize on their fame by creating merchandise that their followers can purchase to support them, ensuring a continued stream of income even after their peak period of fame.

What is Bloga Paloa's strategy for innovation?

Bloga Paloa's strategy for innovation revolves around understanding its core competencies and the needs of its market deeply. The company focuses on identifying fundamental needs within the influencer and content creation space and innovates to meet those needs, ensuring that its services remain relevant and valuable.

How does Bloga Paloa maintain its competitive edge in the influencer marketing industry?

Bloga Paloa maintains its competitive edge by staying lean and mean, operating like a startup even after years in the industry. It focuses on innovation that stems from a deep understanding of its market and the needs of its customers, ensuring that it continues to provide value and stay ahead of the competition.

What advice does Ace Gapos have for businesses looking to create demand through marketing?

Ace Gapos advises businesses to identify and work with influential people in their field to help create demand. By partnering with influencers, businesses can leverage their audience and trust to manufacture demand more effectively.

How does Bloga Paloa support influencers in the merchandise business?

Bloga Paloa supports influencers by handling the backend processes of merchandise creation and sales. This allows influencers to focus on creating content and promoting their merchandise to their followers while Bloga Paloa takes care of production, distribution, and other logistical challenges.

What is the importance of understanding the market's core needs according to Ace Gapos?

Ace Gapos emphasizes the importance of understanding the core needs of the market, rather than just focusing on surface-level trends. By delving into the deep desires and requirements of customers, Bloga Paloa can innovate and provide services that truly address those needs, leading to more effective marketing strategies and business growth.